Content Library

Principles and Best Practices in Brand Portfolio Strategy and Architecture (Mitch Duckler)

Brands represent a company’s most valuable intangible asset, and as such must be managed strategically. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. Only then can more tactical brand architecture decisions be made, such as: 1) how brands should relate to one another, 2) when a corporate brand should endorse a product brand, and 3) whether and to what extent visual identity and other expression elements should be shared across brands. This webinar helps participants understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. In doing so, it leverages best practices, guiding principles, and real-world examples.

November 8, 2017

Voice of the Customer (Gerry Katz)

In this 45-minute webinar, Gerry Katz, founder of Applied Marketing Inc., shares with you a preview to his course (held on October 11th & 12th in Chicago), on the Voice of the Customer. This highly-regarded course is designed to teach attendees how to use Voice of the Customer data to accelerate innovation in business-to-business markets.

September 26, 2017

ROI on Digital Marketing (Vince Kostelnik and Neal Rabogliatti)

In this presentation by Vince Kostelnik and Neal Rabogliatti on the ROI on Digital Marketing, you learn:
The importance of selecting the relevant keyword search phrases
How to choose the most effective channels that address your target audience preferences
Aligning websites and the content of each Inbound tactic to Search Engine algorithms to rank on page 1
And a dive into Google Analytics

July 16, 2017

Bringing Millennials to Meaning (Nell Derick Debevoise)

Millennials – born between 1981 and 1997 – are the largest generation in the workplace today. They’re at B2B organizations too, and like each generation, they have unique needs, strengths, and expectations from their employers. A driving force in the Millennial character is their ambition to do good and find meaning in their work. They, more than any previous generation, believe that business has a responsibility to do good for society, as well as making money. This tech savvy, entrepreneurial generation is often seen as a challenge for employers, but represents huge potential for innovation and growth if properly engaged. In this one hour webinar, Nell Derick Debevoise discusses how you can take advantage of this Millennial opportunity by helping them find meaning in their work.

June 26, 2017

Hybrid Bundles (Venkatesh Shankar)

In increasingly competitive markets, B2B companies need new ways to innovate, drive revenues, and create competitive advantage. By creating a hybrid bundle—an offering that combines a product with a service—firms can improve their top and bottom lines. However for a hybrid bundle is to be successful, managers need to understand which potential combinations are most appropriate under what conditions. In this webinar, Dr. Shankar, based on his extensive research on hybrid bundles, presents a framework to successfully design and price hybrid bundles. He introduces and explains four rules that help managers discover which hybrid combination is most likely to be successful for their firm.

May 16, 2017

Agile-State-Gate (Robert Cooper)

Robert Cooper gives you a preview of his course “Agile-Stage-Gate®, the Next Generation Idea-to-Launch Process”, in which the Stage-Gate® paradigm is advanced for agile working teams. Agile is transforming new product development systems with its cross-functional teams and iterative, adaptive approach. Although originating in the software industry, this course is for product manufacturers and service providers looking to adopt agile systems.

In this webinar, you get a preview on the following insights:
– Understand how and why leading firms are moving beyond their traditional Stage-Gate® process
– Build Agile project management into your idea-to-launch gating system
– Learn how to build experimentation and iterations into your projects – get rapid customer validation of your product
– See how to pick the best development projects for maximum productivity and focus

April 11, 2017

Overcoming Manufacturer-Distributor Barriers in Today’s Internet-Enabled Market (Rick Wilson)

Last year, our membership expressed interest in improving practices in channel distribution. And so we partnered with Rick Wilson, visiting scholar and former professor at Kellogg School of Management, and the National Association of Wholesalers-Distributors to conduct groundbreaking research. The goal of the research was to identify fresh perspectives and best practices so these stakeholders can strengthen their relationship and drive incremental growth.

We are proud to announce that the research is complete and the results are fascinating! One such finding is that commoditization is an internal, versus an external force, which means you have the power to end it. In this one-hour webinar, researcher Rick Wilson shares three of the more compelling findings, and provides you with some tips and tools on how you can apply the learnings in your organization.

April 4, 2017

What Companies Want: Today’s Marketing Leadership (David Wiser)

What kind of marketing leaders are today’s B2B businesses looking to hire? During this 30-minute live discussion, David Wiser, retained executive search consultant and Managing Principal of Wiser Partners, brings his industry insight and 22 years of marketing recruiting experience to bear as he weighs in on trends surrounding hiring and retaining of marketing executives. David’s insights help you to sharpen your skills and remain indispensable in these ever-changing times.

February 20, 2017

Discovering the Truth About the Net Promoter Score (Jerry Thomas)

The promises of the Net Promoter Score (NPS) have captured the attention of many senior executives for the past 15 years, and NPS has risen to almost religious stature in the minds of some senior executives. But are the assertions and promises of NPS true? Or is NSP simply a good story that appeals to business leaders searching for clarity in a sea of confusion. This webinar by Jerry Thomas, President and CEO of Decision Analyst, discusses how NPS is calculated, review the strengths and weaknesses of the NPS formula, and suggest some other statistical approaches that might add value to customer satisfaction tracking data.

December 15, 2016

Building The B2B Omni-Channel Commerce Platform Of The Future (Dean Afzal and John Fisher)

Driven by their online buying experiences, savvy business to business (B2B) buyers are demanding omni-channel capabilities when making work-related purchases. But for B2B sellers, in today’s rapidly changing world, building an effective omni-channel experience for buyers is not easy. It requires integrating world-class technology and transforming legacy organization structures and process, all at the same time. Join two experts from SAP Hybris as they walk you through the digital transformation landscape – from what the new digitally enabled customers are expecting to what current B2B companies are providing. Dean Afzal is the Global Marketing Director for B2B and John Fisher is the Global Head of Industry Marketing. They will share insights from their co-sponsored Forrest research to their experience with a wide array of existing customers on how, and why, they transformed their organizations.

December 1, 2016

B2B Pulse: Content Library

Category

Topics

All Archives by Month