Workshop Series

Unleashing Growth through Under-leveraged Customers

Tuesday, 21 June 2022 12:00 pm - 1:00 pm

Increase your understanding of how to grow your business by finding and evaluating under-leveraged consumers or customers. Working from a base definition, real life examples will be shared in both B2C businesses as well as B2B businesses to demonstrate the different situations and strategies that can be used. Following this, the workshop will introduce a tool to help you assess your brands’ capabilities to extend beyond their core customer.

Key takeaways:

  • Examples from B2B and B2C of different ways that companies have successfully grown with under-leveraged customers.
  • Gain tools and a framework to help you identify benefit values by customer group.
  • Understand how to message product/service attributes and marketing to drive incremental volume.


Carol Franczek

Carol’s career spans leadership roles in consumer and business-to-business industries including healthcare, tech, consumer package goods, consumer insights and analytics. She most recently served as Senior Vice President of Marketing & Corporate Communications at NorthShore University HealthSystem.

She started her career in brand management with large Fortune 500 companies including Clorox and Kraft and expanded her role to sales and general management in tech startups and mid-sized companies. She has demonstrated a strong, consistent, and successful track record by driving deep customer insights, developing compelling brand strategies, creating new and differentiated products and marketing programs and inspiring teams to deliver.

Her unique skills, and training in innovation leads to her ability to anticipate what’s next before others. As businesses face new challenges, Carol continues to be a valued resource as a thought leader focusing on staying close to the changing needs of key stakeholders and building businesses that thrive.

Catherine Lindner

Catherine is an experienced, strategic marketing leader and retail enthusiast with a proven track record of helping companies large and small drive results through marketing plans rooted in customer insights.

After beginning her career in data science and category management, Catherine moved to Walgreens where she rose to leadership positions in both merchandising and marketing. During her tenure, she established a strong track record, consistently driving business results by grounding her decisions in consumer insights and data analytics while deploying effective strategies across the 8,000-store chain.

Catherine had helped a wide variety of clients from retail technology start ups to emerging brands shape their products for success in the complicated retail environment both in store and on-line. Her guidance helps clients maximize the value of their brands through practical, insight-driven recommendations that drive both top and bottom-line results.

AMA Chicago members: free
Guests: $20
Members of another AMA chapter: free

This is a virtual event, held via Zoom. Meeting details will be emailed to registrants 48 hours, 2 hours and 10 minutes before the event.

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