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Closing the Empathy Gap: Six Ways to Develop Better Client Insights

Business Marketing Association - Kansas City

Wednesday, November 1, 2017 from 11:30 AM to 1:00 PM (CDT)

Closing the Empathy Gap: Six Ways to Develop Better...

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Ticket Type Sales End Price Fee Quantity
BMA/ANA/AMA Member Nov 1, 2017 $35.00 $2.92
Not Yet a Member Nov 1, 2017 $45.00 $3.47

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Closing the Empathy Gap: Six Ways to Develop Better Client Insights

If you collect tons of data about your clients, then you must know exactly what they want, right? Maybe not. The explosion of marketing data has inflated marketers’ confidence in understanding their clients and the decisions they make.

The Empathy Gap is the gap between those assumptions about your clients and how people really think, feel, and act. This gap exists in every organization, but best-in-class companies actively work to narrow the empathy gap in order to deliver more effective marketing programs.

In this session, attendees will learn how to overcome the forces that widen the empathy gap, as well as how to develop an “empathy tech stack” of tools and techniques to deploy in your everyday work.

After this session, you’ll be able to:

  • Identify and test assumptions about your own clients quickly and easily.
  • Understand methods to separate the signal from the noise in building meaningful client insights with data.
  • Turn an understanding of prospect behavior into a competitive weapon in building marketing campaigns.
  • Expertly analyze data to close the empathy gap in your organization.


About the Presenter

John Stauffer, DEG
Managing Director, Strategic Planning & Channel Strategy

John Stauffer is the Managing Director of Strategic Planning and Channel Strategy at DEG, a trusted digital marketing partner to national and global brands. DEG is consistently recognized as one of the fastest-growing companies in America.

In his strategic planning role, John leads an integrated group of subject-matter experts from a number of DEG practice areas, transforming deep channel expertise into strategic competitive advantages on behalf of DEG clients. John strives to help make his clients more responsive, centered around human behaviors, and empathetic by taking even the smallest consumer insights and converting them into creative and actionable campaigns.

John came to DEG with 13 years of strategic planning experience, working with major consumer goods, retail, and technology brands, including Ford, IBM, Ikea, Kimberly-Clark, and Moet Hennessy. Before joining DEG, John was a Senior Director of Digital Strategy at APCO Worldwide, and spent a large portion of his career at Ogilvy, where he contributed to the agency’s Social Planning Framework and grew Ogilvy’s social media practice across 23 Asian Pacific markets.

In addition to his strategic work, John has been published in strategic marketing publications, and has provided guest lectures at universities such as Georgetown University, Johns Hopkins University, the University of North Carolina, and the University of Maryland.

Have questions about Closing the Empathy Gap: Six Ways to Develop Better Client Insights? Contact Business Marketing Association - Kansas City

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When & Where

101 W. 22nd St.
Kansas City, MO 64108

Wednesday, November 1, 2017 from 11:30 AM to 1:00 PM (CDT)

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Business Marketing Association - Kansas City

The Business Marketing Association of Greater Kansas City is the leading professional resource for business-to-business marketers and communicators. BMA has earned the respect and loyalty of members by following a simple, three-part strategic vision. We intend to remain the primary repository of the best in B2B marketing information and resources, attracting the best practitioners and promoting the best practices in the industry. The benefits of belonging are just as straightforward. We connect members with the kind of knowledge, people and programs that make achieving their companies' objectives more efficient and effective.

As a business marketer or communicator, your needs are distinct from those of the consumer marketing environment. Broad-brush marketing associations or trade organizations devoted to a single program category can not effectively provide the required resources. You need an association that, like you, focuses on meeting the challenges presented in business marketing, day in and day out. You need the Business Marketing Association.

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Closing the Empathy Gap: Six Ways to Develop Better Client Insights
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