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Change or Die!

January 26 @ 12:00 pm - 1:00 pm MST


How Outcome Marketing is Redefining the Marketing Landscape

As the marketing landscape flourishes with new tools and companies scramble to understand the impact in their marketing mix, a business first approach is helping make marketing more relevant than ever. Outcome Marketing is a different way of thinking about success and it makes many marketers uneasy.

Rather than running a campaign and then analyzing the results, we are talking about a shift to building campaigns around the big-picture and the long game goal. It’s about working backward from the profitable outcomes that companies want, and using a multidisciplinary approach – COMMITTING TO – the steps to get there.

Join Susan Groeneveld and Maz Tannir as they lay out practical tips from real Outcome Marketing case studies that prove to all of us that we can increase the value and success of our marketing efforts when we commit to this style of marketing.

And don’t worry… we will leave plenty of time to answer your questions!

From Susan and Maz you will learn:

  • How outcome marketing thinking drives brands faster, farther
  • How to make Outcome Marketing part of your culture
  • Key steps in more closely aligning marketing activity to business outcomes

About the Speaker

Maz Tannir- Media Director, WS 

Located in Toronto, Maz uses 26+ years of experience to effectively develop, negotiate and tailor media strategies to align with marketing goals. He is adept at incorporating research and analytics, and finding patterns that allow different media to work together. Maz is certified in Programmatic Advertising, Google AdWords, Social Media Marketing and has been trained in multiple media courses throughout Europe and Canada. He is actively involved in industry organizations including the IAB (Chair, Diversity and Inclusion Taskforce and Programmatic Trading Committee), and AdClub Toronto (Digital Day committee).


Susan Groeneveld – Partner, WS

Growing up on a ranch and experiencing the natural circle of life from an early age, armed Susan with a fearless and curious determination to create significant positive contributions for others. Her 25 plus career in marketing has contributed significantly to economies in North America and Japan. Susan co-created WS ( 18 years ago, with the goal to create measurable marketing success for WS clients located across North America. A co-creator of multiple, globally recognized, award winning companies; she is an expert in marketing consultancy, business model development and marketing outcome approaches.

Susan has worked with Bayer, Vive, Roche, Elanco, Canadian Lentils, Royal Canin, General Mills, Federated Co-operatives, UPL and Anuvia to name a few. Susan wonders about the problems we can solve and is inspired by the power of humanity to do good.

Sponsored by our 2021 Corporate Partners:


Canada Post - Corporate Partner    







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January 26
12:00 pm - 1:00 pm MST
Event Category:


Zoom Webinar


Calgary Marketing Association
403-910-0515 x2