Ramping B2B Customer & Prospect Discovery Meetings

B2B discovery meetings have dropped over 30% in today’s buyer-led market—yet the companies who win are the ones who adapt fastest to changing buyer expectations. If your team is struggling to create early engagement, secure conversations, or maintain momentum with prospects, this workshop will show you exactly how to reverse the decline.

Join leading B2B go-to-market strategist Michael Phelan, Principal & Founder of Go-to-Market Pros (GTMP), for a hands-on, high-impact session on transforming how marketing and sales teams earn—and keep—buyer attention.

Michael’s award-winning methodology was recently named 2024’s Most Innovative Buyer-Centric Marketing Program by Demand Gen Report. His approach blends fresh insight into modern buying behavior with proven, practical playbooks that teams can implement immediately.

This interactive workshop is ideal for B2B marketers, sales teams, revenue leaders, agency professionals, and anyone responsible for generating pipeline in a complex buying environment.

• Why B2B buyers are disengaging—and what’s changed in their evaluation journey
• The shift to Buyer-Centric Value, and how it reshapes messaging, outreach, and discovery
• How to engage buyers earlier and more effectively across mid-stage touchpoints
• A tour of innovative + proven programs designed to ramp buyer interaction and accelerate qualification
• A guided collaboration exercise to select and plan the best-fit programs for your company or agency
• Open Q&A, closing remarks, and audience discussion

Michael Phelan BIO

Principal & Founder of Go-to-Market Pros (GTMP)

With over 13 years of experience as a principal & founder of GTMP, Michael helps companies uncover B2B buyer insights to drive value-centric prospect interaction & engagement. Michael is a frequent speaker and podcasting guest on sales and marketing innovation & creativity. He was recently interviewed by the president of the AAISP (American Association of Inside Sales Professionals)

Discovery meetings trended down 30% in 2024 in a buyer-led market. Michael helps companies reverse this trend. Sales leaders need to rapidly transform how they engage B2B buyers. Michael has developed unique methodologies to drive buyer interaction. He combines unique methodologies with proven best practices to ramp discovery meetings. He offers 20+ programs to better engage prospects & customers during his practical hands-on workshop.

This workshop launched in Q4-2024 and was just awarded the most innovative B2B buyer-centric marketing program in 2024 from Demand Gen Report.

Prior to GTMP, Michael led successful sales & marketing teams at Iron Mountain, Staples, Reebok, Student Advantage, Polaroid, PlumChoice, Quickbase and Physicians Interactive.

Why Attend?

If you want to:

✔️ Increase discovery meeting volume

✔️ Reconnect with an increasingly skeptical B2B buyer

✔️ Align your sales + marketing teams around buyer-centric value

✔️ Walk out with actionable GTM programs you can deploy immediately

…then this is a session you cannot afford to miss.

Platinum Sponsor:

We extend our sincere gratitude to our Platinum Sponsor, Brick Marketing, for their generous sponsorship. Your partnership is truly appreciated and instrumental to our success.

For more information, click here.

About the American Marketing Association (AMA) Boston:

The American Marketing Association (AMA) Boston is the networking and educational hub for New England marketers. Our mission is to build a community of marketers who can share experiences, learn about the latest marketing trends, and build a powerful professional network. AMA Boston empowers its members with the knowledge and

resources they need to be leaders in their careers and organizations. Learn more at https://www.amaboston.org.-----

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