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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AIM Institute: Guessing at B2B Customer Needs

The AIM Institute studied 50 new product development teams from 20 B2B companies that had conducted B2B customer interviews. Five in six teams reported that these customer interviews impacted their product design. This means that if you don’t interview B2B customers to formulate new product objectives, your customer insight is probably lacking. Most new product development teams would develop substantially different products if they truly understood their B2B customer needs. In the report ‘Guessing at B2B Customer Needs’, the AIMS Institute discussed the method of interviewing customers.

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McKinsey: The COVID-19 Recovery Will Be Digital

McKinsey has published a report on the recovery following the COVID-19 crisis. According to the consultancy company, digital technologies will be on the forefront. The report discusses digitalization trends emerging from the COVID=19 crisis, and offers guidelines for preparing for recovery – taking into account digital transformation – for the first 90 days.

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Ten Guidelines for Creating Opportunities in a Time of Crisis

Crises offer opportunity. In this opinion piece from Knowledge at Wharton by Jerry Wind, emeritus professor of marketing at Wharton, and Nitin Rakesh, CEO of Mphasis, an IT firm headquartered in Bangalore, India, ten guidelines are discussed that can help organizations to effectively create opportunities in times of crisis. 

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Sustainability Focus after the COVID-19 Crisis

In this article, several insights that may inspire marketers in considering sustainability opportunities and challenges are covered. Examples are offered on how marketers innovate at hyperspeed and demonstrate agility in rethinking products and business models. Even though this article is written based on many B2C examples, changing consumer preferences will ultimately affect B2B processes as well.

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Current Financial Economic Outlooks

This report composed by by the Chief Investment Office by Merrill Lynch describes how a double exogenous shock from the coronavirus and the oil price war led to historic volatility and liquidity concerns. In this report, economic developments are covered, including the economic recovery in China as well as American trade with Asia, consumer spending developments, demographic developments, and industry developments.

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The Hard Truth About Innovative Cultures

In this Harvard Business Review article, Gary Pisano shines a light on innovative cultures and analyzes why it is so hard to achieve an innovative organizational culture. According to Pisano, innovative cultures are paradoxical, having two sides of the coin. Innovative cultures have attractive, even ‘fun’ aspects, but are married with some tougher and less fun behaviors. Attempts to create innovative cultures will fail, unless these tensions are carefully managed: 

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McKinsey: Reskill Your Workforce to Emerge from the Crisis Stronger

As a result of the COVID-19 crisis, across industries, the workforce needs to adapt to changing conditions. Workers get new roles, activities change. The workforce need to be upskilled in order to deliver adapted business models. This article by McKinsey drafts how companies can develop a talent strategies that develops employees’ capabilities and resilience.

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VOC in the Age of COV

In the age of COVID-19, should companies still engage in market research? Should companies – perhaps better put, how can companies do market research? Could the current crisis even benefit companies that want to field the voice of the customer? Gerry Katz – Vice Chairman of Applied Marketing Science – is an expert of the topic of VOC (Voice of the Customer). He weighs in on how the COVID-19 crisis affects market research. 

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Impact of COVID-19 on B2B Spending and Customer Interactions

The economic effects of the current COVID-19 pandemic are affecting B2B companies worldwide. In an effort to take the temperature in B2B, McKinsey is surveying B2B decision makers on changes in customers’ expectations, spending, and behaviors. The global surveys are part of an ongoing effort. At the time of writing, the results of the April edition are published.

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