ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Firms can evaluate the state of their B2B relationships by measuring customer health.
Effective frontline marketing will require B2B sellers to consider customer revenue lifecycles.
In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.
Fast-Track Your Business provides a customer-centric framework for choosing and navigating a sustainable path forward—a system that creates momentum and accelerates organic market growth.
In this Issue:
– ISBM’s B2B Academic Conference and PhD Camp for Research in B2B Markets
– Feature: Choosing and Managing B2B Marketing Metrics (Andrew Petersen)
– From the Membership: Next Members Meeting Customer Engagement as a Differential in B2B Growth and Profitability (Lynn Yanyo)
– IPSS Update: Fall Lineup
– 2018 Dissertation Support Award Competition Announcement
Understanding your customers is more crucial than ever. This article in the Harvard Business Review gives B2B Marketers tips on managing strategic customer relationships. Treating them as individuals is key!
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.
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