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