Why you should attend this workshop:

Business growth is priority #1

Customer retention is the anchor to your business growth. Without it, your marketing and sales investment will only replace your lost customers. It would be logical to make long-term retention the primary goal of your marketing and sales activity.

Logical, obvious, simple and yet… businesses frequently partition the roles of marketing, sales and customer service: customers are passed along these partitions and departmental accountability passes with them.

When Marketing and Sales ‘Growth’ is defined by short term gains, it indicates the the organization is focused on its own values. Without meaning to, it can fail to recognize the values that customers places in their purchase decisions.

WHAT IF: marketing and sales messaging was aligned to customer values – not products, not competition, not price.

WHAT IF: a prospective customer differentiated you because of the way you related to them.

WHAT IF: that relationship was nurtured throughout the lifecycle of the customer relationship.

Attend this workshop to look at a different model for B2B marketing that focuses on customer values-based relationships to drive up acquisition and improve retention.

Request this B2B Marketing Workshop for your company, today!

Please keep me informedTo use CAPTCHA, you need Really Simple CAPTCHA plugin installed.

Workshop Agenda

  1. Aligning the goals of your business to your customer values
  2. Roadmapping the customer lifecycle to nurture the relationship
  3. Relabelling your messaging and tactics for marketing and sales
  4. Building and tracking customer loyalty and frequency
  5. Summary

Who should attend this workshop:

  • – Business Owners
  • – CMO/VP Marketing
  • – Director of Marketing
  • – Marketing Communication Specialists
  • – Marketing Executives
  • – VP Sales
  • – Sales Executives
  • – Sales Directors


These on-premise workshops are currently offered to businesses located within 1 hour of the GTA (Greater Toronto Area). Webex versions of the workshop will become available at a later date. The stand-alone fee to book an on-premises workshop is $1,800 + applicable taxes, for up to 10 participants.

Please note that this workshop is not available to advertising agencies or other marketing services providers.

When are the workshops

Workshops can be organized to suit your business schedule between the hours of 9 – 2 pm, Monday – Friday. They will be staged in your own office environment to allow the greatest accessibility to your team and resources during the workshop. At this time only businesses located within 1 hour of the GTA (Greater Toronto Area) are eligible.

We recommend booking at least 3 weeks ahead to confirm availability.

About The Presenters:

Jon Sherrington & David Matthews have a combined 70 years experience in B2B marketing and sales across global, national, small and medium businesses, in diverse segments of industry.

Jon Sherrington

Jon started B2B marketing and sales in the UK in the mid-’80’s, working for 6 years on the client side in the technology sector, before relocating to Canada. Looking for a more creative landscape, he took a position for 5 years as a marketing consultant within a hot, creative Toronto studio. Jon integrated marketing strategy with execution to deliver holistic marketing solutions for Cadillac Fairview Malls, IBM Canada, Jamieson Vitamins, Regional Cable TV networks, to name a few.

In 1996 Jon built his own studio, Hydrogen Creative, on a customer-centric marketing model. As a start-up it quickly became an upstart, dislodging larger agencies from significant opportunities inside Compaq, Scotiabank, Health Canada, Hewlett-Packard, Scotts Miracle-Gro, Epson, Herman Miller, Interac Association, Sun Microsystems, Woodbine Entertainment and Dell.

Jon’s customer-centric business strategies are well-documented through his whitepapers and blog. This earned him recognition at York University where he was recruited to the position of part-time lecturer in the Atkinson Faculty of Business Administration Studies in 2011.

David Matthews

David is a marketing and sales professional who has, during his extensive career with IBM, held senior positions in sales, channels and management, with Canadian, European and global mandates. One of his key positions was redesigning and implementing the IBM Business Partner Program globally, now called PartnerWorld.

Another was the training of 600 Account Representatives how to sell the IBM product line. IBM selected only from its top performers to teach the salesforce. In a few years David came to manage the program for IBM Canada’s headquarters.

Additionally, David rolled out successful B2B marketing initiatives in EMEA working with channel partners in 17 countries across Europe. He received 2 awards for his B2B marketing programs in EMEA and Russia for the most successful marketing campaign ever launched into Europe by a North American team. It was in the creation of this initiative that David first worked with Jon Sherrington to develop the deliverables. He attributes his success in EMEA to the customer–centric approach he took with each country he worked with.




About Hydrogen Creative

For 17 years our studio has focused on customer-centric marketing communications, quietly, without making too much noise. We have been successful in both B2C and B2B and we understand that business buyers have completely different motives from consumers.

There are not so many agencies that excel in B2B marketing. It demands business acumen across a broad segment of industries, in some very sophisticated applications, to understand what lies behind the corporate purchase motive; and the ability to translate that information into a compelling creative format.

Hydrogen Creative’s relationship with the CMA

In 2011, Hydrogen Creative elected to become an active member of the Canadian Marketing Association. The timing was right, as we observed more marketing practitioners shifting from brand-centric to customer-centric relationship models.

Hydrogen Creative was a sponsor of the CMA Direct Marketing Conference 2012 and the B2B Conference 2013 as well as a member of the planning committee to review themes, speakers and logistics for the event.

In support of the Canadian Marketing Association and its members, we believe the benefit of our experience is the best value we can offer, to build relationships and offer better solutions for Canadian Marketing and Sales professionals.