ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.

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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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Toward a New Framework for Innovating B2B (Mark Dancer)

Amazon Business is not the future of B2B, or it shouldn’t be. Innovation by B2B for B2B has hit a logjam because existing go-to-market frameworks are not aligned with the opportunities and challenges of the digital age Distribution is a neglected but massively essential B2B asset for established companies. Distribution is drifting towards the future without innovation frameworks that unify the traditional value chain while making room for collaborations with B2B minded platforms. Amazon Business will own the future of B2B if innovators at established companies do not define the future of distribution for themselves. This talk will explore the heart, soul, and future of distribution, with implications for manufacturers, distributors, digital startups, and technology vendors. Presentation from the October 2021 ISBM Members Meeting.

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B2B Marketing Analytics Framework (Andrew Petersen)

Data-driven marketing decisions (including choices of which data analytics techniques to use and how) should be based on and address the following First Principles of Marketing, as foundational assumptions:  (1) All customers differ; (2) All customer change; (3) All competitors react; (4) All resources are limited. The First Principles Framework for marketing analytics provides a way to align each of  the four First Principles with a set of approaches, processes, and analysis tools that can deal with the unique issues associated with each principle. This will help firms with developing plans, budgets, and metrics as well as creating a sustainable competitive advantage into the future. Presentation from the October 2021 ISBM Members Meeting.

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B2B Digital Marketing Frameworks (Venky Shankar)

To succeed in the dynamic B2B digital environment, B2B marketers need to continually plan and execute state-of-the-art digital marketing strategies. This presentation will highlight useful organizing frameworks to think strategically about B2B digital marketing strategy and B2B e-commerce with examples. Presentation from the October 2021 ISBM Members Meeting.

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The Power of Business Frameworks (Laura Patterson)

If your business were to lose critical members of your team, would it be able to continue to function with as little disruption as possible? Is bringing new smart young people up to speed quickly important to business success? Is consistently delivering a quality experience to your customers a top priority? Then you can benefit from the power of business frameworks. In this session, Laura will explore the importance of business frameworks, outline the attributes of a good framework, suggest 6 key considerations when selecting a framework, and share 3 frameworks from VisionEdge Marketing customers find valuable. Presentation from the October 2021 ISBM Members Meeting.

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ISBM Member Case Study – Marmon’s Journey to a Strategic Marketing Framework (Beth Sulentic)

This presentation will talk about the journey Marmon Holdings is taking to become a B2B marketing company. It will focus on the structure they are creating to allow their 100+ decentralized business have the tools, trainings, and best practices to grow in their respective areas. Beth will also touch on the future vision Marmon has created and their roadmap for continuing to build out their commercial capabilities. Presentation from the October 2021 ISBM Members Meeting.

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Learning from the Future Before it Happens: Marketing as if the Future Mattered (Liam Fahey)

Watch Liam Fahey’s presentation from the September 23rd ISBM JAM Session on Better Decision Making. Liam discusses how to make decisions based on scenario planning taken from the perspective of alternate futures. Liam details how to craft fast-cycle scenarios to address marketplace uncertainty and ambiguity and then how to use them to inform marketing decision making. Special emphasis is placed on shaping and structuring data to create interesting and plausible alternative depictions of how the future might unfold (e.g. alternative industry projections), assessing the implications of alternative futures for current and anticipated decisions, as well as critiquing personal and organizational risk proclivities.

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Practical Guidelines for Making Smarter Decisions (Ralph Keeney)

Watch Ralph Keeney’s presentation from the September 23rd ISBM JAM Session on Better Decision Making. Decision making should be considered your primary management skill, because the only way you can purposefully improve your business is through the decisions you make. Everything else happens beyond your control, due to others’ decisions and happenstance. Your decisions empower you to enhance the quality of your life and to make contributions at work in businesses, organizations, and government. The timeliness and quality of your decisions directly affects others in your businesses, organization and families including resource balancing and allocation. Clearly, your decision-making skills are crucial. Ralph’s presentation describes and illustrates concepts and procedures to enhance the key skills necessary to make smart decisions and avoid the ever-present decision traps that degrade our choices.

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The Emotional Component of Decision Making: How to Manage Your Brain to Make More Optimal Decisions (Steven Howard)

Watch Steven Howard’s presentation from the September 23rd ISBM JAM Session on Better Decision Making. Steven discusses how stress and anxiety affect our brain and decision making. Steven shares: How Stress and Anxiety Impact Your Decision Making; The Biggest Mistakes We Make When Facing Hard Decisions; The Role of Unconscious Bias in Decision Making; How to Respond, Not React, When Making Decisions; How to go from Mind Full to Mindful Decision Making; Simple Mindfulness Techniques You Can Use at Work or Home; Why You Need to Start Today to Protect the Long-Term Health of Your Brain

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