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B2B Pulse: Content Library

The ISBM Pulse content library contains archived copies of previous member meeting presentations, webinars, courses, articles/reports, and a multitude of other knowledge. This material is freely available for our ISBM members.

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Image_Customer-Centric_Approach webinar

A Customer-Centric Approach to Ramp Up Your Business (Laura Patterson)

This presentation is from Laura Patterson, President of VisionEdge Marketing and author of Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth.

For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. It requires connecting Upstream and Downstream Marketing. Join the conversation with Lynn Yanyo and Laura Patterson as they walk through the Circle of Traction framework, a practical customer-centric framework for navigating and accelerating a sustainable path to organic growth. Catch the conversation as they walk through data-informed insights, operational excellence, and performance management to accelerate growth.

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November 23, 2020
Image_B2B Research Webinar Series_05Nov20

B2B Research Webinar Series – Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach

This presentation is from a former ISBM Doctoral Support Competition Winner, Yael Karlinsky Shichor. Yael is currently an Assistant Professor of Marketing at Northeastern University.

During this 1 hour webinar, Yael presents her research “Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach” for about 30 minutes, followed by comments and feedback from the discussant, Olivier Rubel from the University of California Davis. The remainder of the time is spent on Q&A between the attendees and the presenter.

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November 23, 2020
book-fast-track

Book: Fast Track Your Business: A Customer-Centric Approach to Accelerate Market Growth

In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.

Fast-Track Your Business provides a customer-centric framework for choosing and navigating a sustainable path forward—a system that creates momentum and accelerates organic market growth.

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November 23, 2020
customer

Multichannel Strategies for Managing the Profitability of Business-to-Business Customers (Lawrence et al. 2019)

Companies selling to B2B customers face two key issues: managing the salesperson channel and managing the customer-specific discounts often utilized to drive sales. Companies must determine if customers using online channels would benefit from also being served using salesperson channels, or if utilizing salespeople in such a way would be a waste of valuable resources. Lawrence et al. (2019) provide compelling evidence that sellers gain approximately twice as much net profit from customers that have greater contact with salespeople. The interpersonal relationships that salespeople forge with buyers in the B2B context may bring forth positive financial outcomes.

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November 14, 2020
image-b2b-webinar-22-oct-2020

B2B Research Webinar Series – Customer Concentration and Firm Performance – Insights from a Cross-Disciplinary Meta-Analysis (Ljubomir Pupovac)

This presentation is from a former ISBM Doctoral Support Competition Winner, Ljubomir Pupovac. Ljubo is currently a Lecturer from UNSW Business School. His research work is titled “Customer Concentration and Firm Performance – Insights From A Cross-Disciplinary Meta-Analysis”. During this 1 hour webinar, the presenter discusses their research for about 30 minutes. Then, a discussant spends 10-15 minutes providing feedback on the research, followed by Q&A. The session discussant is Rajkumar Venkatesan from the University of Virginia.

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November 9, 2020
social comparison

Social Comparison in Retailer–Supplier Relationships: Referent Discrepancy Effects (Lee and Griffith 2019)

While maintaining relationships between different parties proves imperative across business contexts, the task often becomes challenging in the business-to-business (B2B) domain. Perceptions of fairness in retailer-supplier relationships are a key issue in B2B relationships. Due to multiple suppliers often having active relationships with the same retailer, these perceptions can lead to conflicts. Recent research by Lee and Griffith (2019) studied the social comparisons that occurs, and focus on distributive fairness, reference discrepancies, and tie strength.

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November 7, 2020
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© 2020 ISBM – Institute for the Study of Business Markets

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Phone: 814-863-2782
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Email: ISBM@psu.edu

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