Content Library

Marketing in Uncertain Times – Managing Communications in Crisis (Andrea Coville and Tom Kramer)

“There are many crisis environments where “laying low” is a sound strategy. This is not one of them.” – Andrea Coville, CEO of Brodeur Partners as part of ISBM’s Marketing in Uncertain Times Town Hall Series. Andrea joined with B2B and B2C marketing expert Tom Kramer, founder and CEO of Essex Digital Platform, to show how businesses are still under-communicating to both customers and employees, why this high risk strategy needs to change, and how to leverage effective communications now and in the future.

April 22, 2020

Marketing in Uncertain Times – Town Hall Expert Discussion (Gerry Katz and Jeff Bennet)

ISBM’s Marketing in Uncertain Times series continues with our second Town Hall, another impactful installment on how marketing professionals can navigate now and position for

April 16, 2020

C’mon Is There Really Such a Thing as Artificial Intelligence or Machine Learning (Gerry Katz and Kristyn Corrigan)

Recently, research has shown that computers can extract customer needs and insights from freely available customer-generated online content and even intentionally sought content drawn from surveys, interview transcripts, and customer feedback systems. And it can usually do it faster, cheaper, and better than human beings. This webinar demonstrates how it works, both theoretically and in practice, and will include an actual case example to show how it was used to uncover several never-before-considered, game-changing insights.

April 14, 2020

Winning At New Products (Robert Cooper)

Based on the webinar leader’s book by the same title, “Winning at New Products” this webinar looks at the latest thinking and best practices in new-product development. Also, we see the most up-to-date Stage-Gate system and how it works. A must for anyone wanting to improve their R&D productivity or to update their idea-to-launch methods, especially critical as we move into Digital Transformation.

April 7, 2020

Marketing in Uncertain Times – a Town Hall Expert Panel Discussion (Joanne Smith, Sandy Jap, and Erich Joachimsthaler)

ISBM’s introductory episode of the Marketing in Uncertain Times series was an insightful look at the power of pricing , channels, and B2B Business Strategy during a time of crisis and disruption. ISBM partner and instructor, Ralph Cummins of EMM Group moderated this panel discussion addressing these areas of concern with candid responses of practical advice and foresight. Highlights of this Town Hall include pricing power, ‘Survivalist Entrepreneurship’, and the focus on existing customers.

March 31, 2020

Common Pitfalls of Value Pricing and How to Avoid Them (Joanne Smith)

Many B2B companies are embracing value-based pricing due to its large potential to increase profitability, yet many of these companies struggle to achieve these profits. They may start out strong, achieving price increases for a few products, but ultimately have difficulty getting their organizations to embrace, implement and/or sustain the value-based pricing journey. In this webinar, Joanne shares her insights on common pitfalls that she sees numerous B2B companies fall into as they begin their value-based pricing, marketing and sales journeys.

March 12, 2020

Brand-Centric Digital Activation (Mitch Duckler)

When it comes to digital marketing, investment dollars are often sub-optimized or altogether wasted because online tactics are not being effectively aligned to brand strategy.

March 10, 2020

Using Account Based Marketing Strategies to Accelerate Key Account Revenue Production (Ascension)

“We strayed too far from home” is one of the explanations often heard about product development initiatives that failed to result in success. But for many business-to-business firms, especially those whose roots are in manufacturing, staying close to home has become a major challenge in recent years, given the emphasis that has emerged on digital content and on services. This webinar by George Brown of B-to-B Advisors explores strategies that firms have successfully incorporated into their product development initiatives to marry their own firm’s core competencies with the messages from the market that are asking for them to move in new directions.

January 30, 2020

Keeping “Be Yourself” Part of Your Brand (George Brown)

November 7, 2018

Converting Value Pricing and Value Selling Capabilities into Growth and Profits (James Anderson)

Today, everyone wants to be on top of value pricing and value selling. Despite some positive results from your investments of money and time to build value selling and pricing capabilities, your organization has fallen short of its goals. Was it all hype? Or are there obstacles that your organization hasn’t fully addressed. In the interactive session lead by moderator James Anderson and panelists Todd Snelgrove and Eric Berggren, you will get 3 different perspectives on the 5 most overlooked barriers that prevent firms from becoming the customer value leader in their market.

October 18, 2018

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