ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The Keynote of the conference, delivered by Bernie Jaworski and Russ Klein, tackling the seven big opportunities (and problems) facing marketing – B2B focused insights from the AMA Intellectual Agenda 1.0.
This presentation by Liam Fahey covers how to translate domain change insights (about customers, competitors, and products/solutions) into business implications (mindset shifts, strategy, and execution).
Watch the presentation “Taking The “Hit or Miss” Out of Faster Organic Growth: Identifying and Changing High Yield Customer Behavior” delivered by Bob Lurie at the March 2018 Member’s Meeting. Five principles to combat slowing growth are discussed during this presentation.
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.
Research finds that managers making product development selection decisions biased against low-end, low-priced projects in favor of high-end, high-priced projects, even when there is no economic benefit to them. Given these biases, we suggest actions managers can take to overcome these biases.
In this presentation, Jerry Wind reimagines B2B marketing by challenging the mental models of the industry and academia, and our collective values.
This presentation reports on the results from a series of over 75 personal interviews and from over 1500 completed electronic questionnaires gathered from purchasing and supply managers in a variety of industries across the US. Based on the findings, the most commonly used tools and related analyses customer managers employ in major stages of the buying process are identified and discussed in detail.
The digital age has made it necessary for sales team members to use social media as part of the sales
Data-driven marketers report higher levels of customer engagement and market growth. Effective data-driven marketing is accompanied by listening and engaging with customers, in other words data-driven marketing is customer-centric marketing. The Cisco Customer Insights team will share its transformational journey as their marketing organization evolves to become more data-driven. The presentation covers how to go from the delivery of analytical models, research and insights, to success and demonstrating impact on business results – while being dependent on facilitating tight integration between organizations.
In this presentation, the role of strategic sourcing and category management at Abbott Labs is presented. The 5-points of purpose have a special role in Abbott Labs’ procurement strategy.
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