- “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.”
ISBM Members Meeting - B2B2C
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.
WEDNESDAY FEBRUARY 5
Marketing Excellence Roundtable Discussion, 8:30AM – 12:30PM
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
WEDNESDAY FEBRUARY 5
Creating a Culture Of Unrelenting Innovation, Gerard J. Tellis
Building an Insights Culture in B2B2C, Matthew Rudd
Armstrong® ACOUSTIBuilt™ –
A Case History in Using Agile Methods & Tools, Steve Wilkinson
Dinner By Design
- Choose to join a group based on specialist/topic at 1 of 4 local restaurants (optional/self-pay).
THURSDAY FEBRUARY 6
Coffee & Pastries
Coffee & Pastries
B2B2C Market Segmentation, Robert Thomas
Manchester City Football Brand and Influence Campaign Aimed B2B2C, Joe Vesey
What To Do About Amazon? Distribution Strategies for Third Party Platforms, Sandy Jap & Daren Garcia
Competing Along the Value Chain in B2B2C, Jeff Bennett
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 amazing line-up of speakers includes leading B2B brands and renowned academics.
Professor of Marketing, Emory University & ISBM Fellow
Partner, Vorys eControl
Gerard J. Tellis
Director, Center for Global Innovation & Professor of Marketing, USC & ISBM Fellow
Professor of Marketing, Georgetown University & ISBM Fellow
Director, Global Innovation, Armstrong World Industries
Director, Consumer & Market Insights, The Lubrizol Corporation
Founder and Managing Partner, Amphora Consulting & ISBM Partner
Senior Vice President & Chief Marketing Officer, Xylem, Inc.
299 North Church Street Spartanburg, South Carolina 29306
Ask for the Milliken Corporate Rate
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.