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Practitioner's Workshop - How to Conduct B2B Customer Interviews
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Practitioner's Workshop - How to Conduct B2B Customer Interviews

How exactly do you observe and interview customers? This workshop walks you through each step in the process including a review of different techniques for gathering information, defining the targets for your inquiries and defining a structure for the interview.

When: Friday, February 13, 2015
From noon to 4:30 p.m.
Where: Bentley University LaCava Conference Center
175 Forest Ave
Waltham, Massachusetts 
United States
Contact: Petra Lehman

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How to Conduct B2B Customer Interviews

With expert practitioner John Mansour, Founder and Managing Partner, Proficientz

In B2B, there are three keys to successful customer interviews:

  1. Talking to people at multiple levels in the customer organization.

  2. Asking unconventional questions that have nothing to do with your products or services.

  3. Socializing the information in a way that drives your portfolio strategy, product plans, positioning and sales enablement activities.

In this workshop, you’ll learn simple techniques for doing all three along with a customer interview guide to drive customer conversations with executives, senior managers, middle managers and people who do the work in the trenches (your users). You’ll also learn how product management & marketing can use this information to lead the organization’s strategic planning, product planning, positioning and sales enablement efforts by making target customer goals and business objectives the focal point.


  • How to set up customer interview meetings to get the most valuable information

  • B2B Customer interview guide

  • Templates for translating customer interviews into strategic plans, product plans, positioning and sales tools

  • How to use information from customer interviews to elevate the stature and credibility of product management & marketing


Fees include a copy of the workshop materials and a mid-afternoon snack.

$195 for BPMA Premium members
$295 for BPMA Basic and non-members

Sign up today for a Premium Membership at $75 and register for this and future workshops at the Premium member rate. Premium Membership allows for free admission to standard monthly events for the next year and access to other special offers.

Special group rates are also available. Please contact Petra Lehman at for more information.

To keep the workshop as interactive as possible, attendance is limited to 25 attendees and will not run with fewer than 7.


 About the Presenter:

John Mansour, Founder and Managing Partner, Proficientz

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John Mansour is the founder and managing partner at Proficientz, a training and consulting firm that specializes in product portfolio management. John brings 20-years of experience in product management, marketing and sales in manager, director and VP roles. As the managing partner of Proficientz, John has worked with more than 2000 organizations that span high technology, business services, telecom, healthcare, financial services, manufacturing and many others. John served as the chairman for the Technology Association of Georgia’s Product Management Society from 2006 - 2010. Proficientz proudly sponsors ProductCamp conferences worldwide



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