Speaker: Dan Adams (The AIM Institute); Kelly Lawrence (Lawrence Innovation)

Dan Adams and Kelly Lawrence have taught numerous B2B professionals how to interview their customers. Learn how to put your B2B advantages to work, so you can go beyond “hand-me-down” consumer voice-of-customer methods. Great interviewing leads to better customer insights and then superior new products… and ultimately rapid, profitable, sustainable growth. Bonus: Dan and Kelly will share AIM’s latest methods for conducting interviews without a plane ride: 10 advantages of “Virtual VOC”… and 8 tips for becoming a VVOC pro.