ISBM Members Meeting - B2B2C

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Feb 5-6 | Spartanburg, SC

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ISBM Members Meeting – B2B2C

Please join us for our next Members’ Meeting. The theme of “Business-to-Business-to-Consumer” relates to many of our Members whether or not the customer is a “consumer” or the final user in your value chain. Leading B2B companies understand how to measure, create, and deliver value to each firm in the value chain. The speakers and topics for this meeting will present the latest challenges and best practices relating to winning through to the end user in the value chain, including the essential element of Innovation.

AGENDA

WEDNESDAY FEBRUARY 5

Marketing Excellence Roundtable Discussion, 8:30AM – 12:30PM

8:30am
Continental Breakfast

9:00am
Marketing Excellence Discussion

  • Economic Climate and Current Marketing Issues
  • Enginius (cloud-based marketing analytics tool)
  • B2B Mastery Curricula Tour 2020
  • Webinar Series
  • B2B Pulse Updates
  • Website Updates
  • Advisory Board

11:30am
Lunch

12:30pm
Close MEX

WEDNESDAY FEBRUARY 5

Members Meeting
 

1:00pm
ISBM Introduction

1:15pm
Creating a Culture Of Unrelenting Innovation, Gerard J. Tellis

2:15pm
Break

2:45pm
Building an Insights Culture in B2B2C, Matthew Rudd

3:45pm
Break

4:15pm
Armstrong® ACOUSTIBuilt™ –
A Case History in Using Agile Methods & Tools, Steve Wilkinson

5:15pm
Networking Reception

6:30pm
Close

Dinner By Design  

  • Choose to join a group based on  specialist/topic at 1 of 4 local restaurants (optional/self-pay). 

THURSDAY FEBRUARY 6

Members Meeting
 
8:00am
Coffee & Pastries
 

8:05am
Milliken Introduction

8:30am
B2B2C Market Segmentation, Robert Thomas

9:30am
Break

10:00am
Manchester City Football Brand and Influence Campaign Aimed B2B2C, Joe Vesey

11:00am
Break

11:30am
What To Do About Amazon? Distribution Strategies for Third Party Platforms, Sandy Jap & Daren Garcia

12:30pm
Networking Lunch

1:30pm
Competing Along the Value Chain in B2B2C, Jeff Bennett

2:30pm
Wrap Up

3:00pm
Close

EVENT AT A GLANCE

Sandy Jap & Daren Garcia – What To Do About Amazon?  Distribution Strategies for Third Party Platforms

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.  We offer 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.

Robert Thomas – B2B2C Market Segmentation

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.

Gerard J. Tellis – Creating a Culture of Unrelenting Innovation

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

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

For over a decade, the development of a monolithic seamless acoustical ceiling was elusive to the Armstrong® R&D.  In January 2018, the Armstrong Innovation and New Product Development groups were trained in the use of Agile methods and tools.  A team was formed to research and develop a new offering and in less than 6 months an acceptable solution was developed for the business to launch.  This presentation will describe the context for the introduction of Agile to the Innovation team, cover the tools and approach used in the generation of the first minimal viable product and use the launch of ACOUSTIBuilt™ as a case history for how Agile methods can be applied to a challenging business need. 

Jeff Bennett – Competing Along the Value Chain in B2B2C

B2B companies frequently sell along complex value chains with multiple influencers and decision-makers.  Too often, they can lose focus on the fact that there is ultimately a consumer or end-user at the end of that chain.  With business models and competitors evolving, it is more important than ever that B2B companies expand their definition of ‘customer’ and understand the needs of this consumer.  We will present a set of concepts and practical frameworks that can help B2B companies address these issues.  We will also discuss several relevant case studies.

Matthew Rudd – Building an Insights Culture in B2B2C

Joe Vesey – Manchester City Football Brand and Influence Campaign Aimed  B2B2C

 

OUR SPEAKERS

Our amazing line-up of speakers includes leading B2B brands and renowned academics.

Sandy Jap
Sandy Jap

Professor of Marketing, Emory University & ISBM Fellow

Daren Garcia

Partner, Vorys eControl

Gerry Tellis
Gerard J. Tellis

Director, Center for Global Innovation & Professor of Marketing, USC & ISBM Fellow

   

Bob Thomas
Robert Thomas

Professor of Marketing, Georgetown University & ISBM Fellow

Steve Wilkinson
Steve Wilkinson

Director, Global Innovation, Armstrong World Industries

Matthew Rudd

Director, Consumer & Market Insights, The Lubrizol Corporation

Jeff Bennett

Founder and Managing Partner, Amphora Consulting & ISBM Partner

Joe Vesey

Senior Vice President & Chief Marketing Officer, Xylem, Inc.

EVENT DETAILS

Milliken HQ
VENUE

If you have questions, feel free to email or call us at 814-863-2782.

HOTEL INFORMATION

Spartanburg Marriott
299 North Church Street Spartanburg, South Carolina 29306

Ask for the Milliken Corporate Rate

  • “Every ISBM meeting – and I've only missed three in ten years – has yielded an idea that has resulted in incremental revenues or profits for my company.”
  • “After each meeting, I write a summary to share within my firm. And what's remarkable is that I have never written a summary that didn't include at least one action item that came out of the meeting.”
  • “There is clearly value in reading articles in the business journals and magazines, but there is nothing like being able to talk about the ideas with the expert in a one-on-one setting.”
  • “When I first saw the slide on the 'three friend minimum', I thought it was kind of hokey. But I've made a lot of friends through the ISBM, and they have come through for me a couple of times when I really needed some help.”
  • “The secret sauce of the ISBM is that it's all b-to-b. At these meetings, I feel like I'm with 'my people'.”
  • “What is great is meeting someone from a totally different industry and finding out that we have a lot in common, but also a lot that's different and worth sharing.”

A RICH HISTORY

The ISBM’s Mission

We are the world’s only B2B think tank. Our mission is to advance the state of B2B organizations by pairing renowned academic researchers and educators with world-class marketing practitioners.

Our events are at the heart of our mission and we take them very seriously. They are intimate, action packed and filled with tools, templates and applicable methods.