February 2020: B2B2C

What to Do About Amazon? Distribution Strategies for 3rd Party Platforms (Sandy Jap and Daren Garcia)

The explosion of web-based buying alternatives is ratcheting up channel conflict for many sales organizations. Unauthorized reseller activities can destroy brand equity, generating disaffected customers and bad online reviews, while alienating authorized channel partners. These issues aren’t new, but virtually every distribution intensive B2B sales organization will face these issues online. This presentation covers strategies for confronting unauthorized, sometimes anonymous, third parties marketing their goods in competition with trusted partners and present case study examples of successful tactics and MAP implementation across offline and online channels.

February 6, 2020

Manchester City Football Brand and Influence Campaign Aimed B2B2C (Joe Vesey) (Part 1)

Story of a B2B Technology company trying a new approach to marketing/communications elevating a message around sustainability/social value creation – awareness of water challenges and solutions that exist to bring clean water to those in need. Hear their thought process and lessons learned for picking a global partner and their platform to help tell this story, Manchester City Football Club, the second most valuable sports franchise in the world.

February 6, 2020

Manchester City Football Brand and Influence Campaign Aimed B2B2C (Joe Vesey) (Part 2)

February 6, 2020

B2B2C Market Segmentation (Robert Thomas)

A common complaint among firms is that B2B market segmentation does not really work that well. A possible reason may be that true market segmentation does not stop with one’s direct customer but should also include the customer’s customer and so on in a multi-level B2B2C market segmentation structure. A B2B2C market segmentation alignment may lead to innovative positioning, as well as, creative message levers for the sales force to use as an argument to gain advantage according to strategically aligned segment needs. Case studies will illustrate this approach.

February 6, 2020

Armstrong® ACOUSTIBuilt™ – A Case History Using Agile Methods & Tools (Steve Wilkinson)

This presentation describes the context for the introduction of Agile to the Innovation team of Armstrong World Industries, covers the tools and approach used in the generation of the first minimal viable product and uses the launch of ACOUSTIBuilt™ as a case history for how Agile methods can be applied to a challenging business need.

February 6, 2020

Building an Insights Culture in B2B2C (Matthew Rudd)

Many B2B suppliers are seeking the benefits of being more market-driven to aid both product innovation and commercial engagement for their consumer-driven customers. This presentation is about how Lubrizol is developing an Insights culture and capability through a pragmatic approach, focused on selling and storytelling.

February 6, 2020

Creating a Culture of Unrelenting Innovation (Gerard Tellis)

Highly innovative and dominant incumbents frequently stumble or fail in today’s markets. Examples include Nokia, Blackberry, GE, GM, Sears, HP, Sony. Gerard Tellis and his colleagues have identified the culture of the organization as a major discriminator between failure vs unrelenting innovation and success. This presentation will cover the six dimensions of culture and provide a metric by which firms can gauge themselves and benchmark against rivals in the market.

February 6, 2020

ISBM Pulse: February 2020: B2B2C

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B2B2C Market Segmentation (Robert Thomas)

Armstrong® ACOUSTIBuilt™ – A Case History Using Agile Methods & Tools (Steve Wilkinson)

Building an Insights Culture in B2B2C (Matthew Rudd)

Creating a Culture of Unrelenting Innovation (Gerard Tellis)

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