ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The rise of B2B influencers, particularly on LinkedIn, is a trend worth noting and a marketing approach worth examining for B2B firms.
This presentation is on two B2B Handbook Chapters: Branding in B2B Firms (Kevin Lane Keller & Philip Kotler) and B2B E-Commerce (Venkatesh Shankar) on November 19, 2021.
Serving others is the reason we’re all in business and the secret to staying in business and growing. While organizations have many roles, Dave Loomis argues that everything is marketing – because everything we do is centered on delivering a product or service of value to our customers.
Several marketing trends are worth following in 2021 in the B2B domain.
As digital marketing trends continue to evolve, Altimeter provides an overview of results following a survey of senior digital marketers. The findings outline current and future areas of focus for digital marketers.
Hear from Erich Joachimsthaler, ISBM Fellow and CEO & Founder of Vivaldi where he talks about the new interaction field business model and how brands can create smart growth for shared value and social benefit in today’s changing business environment. A replay of the Oct 15th webinar event is available.
In “The Interaction Field,” Vivaldi CEO and professor Erich Joachimsthaler explains that the only way to thrive in this environment is through the Interaction Field model. Companies who embrace this model generate, facilitate, and benefit from data exchanges among multiple people and groups–from customers and stakeholders, but also from those you wouldn’t expect to be in the mix, like suppliers, software developers, regulators, and even competitors. And everyone in the field works together to solve big, industry-wide, or complex and unpredictable societal problems.
B2B firms spend significant resources in direct marketing to manage their customer relationships. Firms should understand how customers evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Based on four years of customer relationship management data of a Fortune 500 B2B service firm, Kim and Kumar (2018) built a model that aids B2B firms to strategically allocate marketing resources across economic and relational value messaging.
The COVID-19 crisis affects many functions of an organization. Focusing on messaging, Godfrey formulated advice on how to adapt communication. Varying from email campaigns to (virtual) sales calls and social media plans, both content and tone require attention. The advice has been summarized by five tips.
In this Marketing in Uncertain Times Town Hall, as states and businesses start to reopen after COVID-19 shutdowns, this session focuses on reviving customer connections. Hear from expert panelists Laura Patterson, President of VisionEdge Marketing, Inc. and Bob Thomas, Professor of Marketing at Georgetown University and ISBM Fellow & Mastery Curriculum instructor.
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