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

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

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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The Benefits of Customer-Based Strategic Planning (Hari Sridhar)

Despite the enormous resources placed into strategic planning, there’s very little evidence for its effectiveness.  Many companies fail to achieve the intended results which typically focus on mission, vision, and values or elaborate budgeting processes. Using examples from B2B firms that have implemented Customer-Based Strategic Planning, we’ll introduce a simple method for linking customer value to organizational competencies and strategic planning that results in agility, effectiveness, and financial accountability. 

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Accelerate B2B Conversions with Personalized Engagement and Optimization (Joe Fuster)

B2B customers expect personalized, engaging experiences, but where do you even start?  The growth of AI makes it possible to accelerate B2B conversions by optimizing engagement for your visitors from the moment they hit your website, mobile site, or app.  We will discuss how incorporating artificial intelligence into B2B marketing programs empowers marketers to create more relevant experiences that lead to better conversion rates, tests the content, and measures the impact of online campaigns. 

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The Customer Experience Edge (Volker Hildebrand)

In today’s digital economy information technology is playing a critical role in how companies can gain a competitive edge. The digital transformation is impacting every industry and at the epicenter of this change is the customer experience, which will redefine every company’s business model and how they deliver value. In this session we discuss both technology and (empowered) customers as the driving forces of digital transformation, how it is impacting marketing, sales & service and the entire supply chain. We talk about data as the digital fuel and provide multiple case studies of how companies leverage the latest technologies – including AI, IoT, mobile, cloud – to engage with their customers and gain a customer experience edge.

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Making the Invisible Visible: How Parata is Living Their Brand (Dawn Astorino)

Parata’s pharmacy automation solutions ensure safety, accuracy, and efficiency. A few years ago, Parata transformed their business to better align with the larger health care market and position the company for future growth and new opportunities. This restructuring left Parata’s new leadership team with two daunting challenges: disengaged employees and skeptical customers.  Learn how Parata refreshed their brand experience; defined customer experiences; and measured results through bottom-line impact.

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Squirrels, Shiny Objects and Digital Transformation (Vince Kostelnik)

The term “Digital Transformation” has been around for several years now and is often overused today without the understanding of everything that it encompasses. It includes transforming the entire customer experience as well as two other primary categories  At the heart of digital transformation is rethinking how a business can create value for a customer to keep them engaged with you. Although technology can assist you in achieving the goal, it is not the sole contributor to a successful transformation.

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