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

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

ISBM Pulse: Sept 2017: The Thriving Marketer

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The Challenges Online Supply Management Tools Pose for B2B Marketers (James Narus & Michelle Steward)

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.

Delivering Organizational Value Through Analytics (Paul Costa)

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.

Marketing and Procurement (Amy Haney)

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.


A Revolution is Coming (Erich Joachimsthaler)

At least since the industrial revolution, the basic model of a market and how companies create value has been the same. Companies buy, make, and sell stuff. Value is created at every stage of the value chain and at the end of the pipeline pops out a product or service that customers value. That fundamental basic structure is shaken up by technology. This presentation covers how a revolution is coming in how business marketers create value across industries and markets.