ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Focusing on the communication process, the United Nations has initiated a global crowdsourcing campaign to collect ideas that can help against the spread of COVID-19. Given the global nature of the call, the hope is that this will lead to work that will engage and inform people across different cultures, languages, communities and platforms.
When it comes to digital marketing, investment dollars are often sub-optimized or altogether wasted because online tactics are not being
B2B marketing and communication is a child of the industrial revolution, i.e., sell what you can make to anyone you can find. Thus the marketing focus has been on outbound systems, customer acquisition, lead generation and sales force support. Technology, customers, competitors, the rise of brands and today’s global and networked organizations, all have changed how B2B marketing must be planned, developed and conducted. This chapter focuses on the need for shared value creation, a new service orientation, viewing customers as assets and income flows, marketing activity consumption and reciprocity as the drivers of B2B in the transformational marketplace.
B2B branding is just as important to business buyers as B2C branding is to consumers. Yet, it seems that many B2B businesses do a poor job of developing and managing their corporate brands, sub-brands and other brands. The goal of this chapter is to answer the following questions to help B2B firms do a better job of branding: 1) Why do B2B firms often fail to make good use of branding? 2) Which major B2B firms make very good use of branding? 3) What does a B2B firm need to know about branding as a starting point? 4) What steps should a B2B firm take if it wants to build a strong brand?
Trade shows continue to occupy a prominent position within the B2B communications mix. This chapter on trade shows first provides an overview of the impact of the technological revolution on traditional trade show strategies. Next, relevant knowledge on trade shows along three perspectives is reviewed, starting with the exhibitor perspective where we cover issues related to the planning and execution of trade show strategy, followed by the viewpoints of trade show attendees and show management. The chapter concludes with an overview of implications and opportunities for academic research in this domain, as well as lessons for managers.
Story of a B2B Technology company trying a new approach to marketing/communications elevating a message around sustainability/social value creation – awareness of water challenges and solutions that exist to bring clean water to those in need. Hear their thought process and lessons learned for picking a global partner and their platform to help tell this story, Manchester City Football Club, the second most valuable sports franchise in the world.
Story of a B2B Technology company trying a new approach to marketing/communications elevating a message around sustainability/social value creation – awareness of water challenges and solutions that exist to bring clean water to those in need. Hear their thought process and lessons learned for picking a global partner and their platform to help tell this story, Manchester City Football Club, the second most valuable sports franchise in the world.
“We strayed too far from home” is one of the explanations often heard about product development initiatives that failed to result in success. But for many business-to-business firms, especially those whose roots are in manufacturing, staying close to home has become a major challenge in recent years, given the emphasis that has emerged on digital content and on services. This webinar by George Brown of B-to-B Advisors explores strategies that firms have successfully incorporated into their product development initiatives to marry their own firm’s core competencies with the messages from the market that are asking for them to move in new directions.
Parata’s pharmacy automation solutions ensure safety, accuracy, and efficiency. A few years ago, Parata transformed their business to better align with the larger health care market and position the company for future growth and new opportunities. This restructuring left Parata’s new leadership team with two daunting challenges: disengaged employees and skeptical customers. Learn how Parata refreshed their brand experience; defined customer experiences; and measured results through bottom-line impact.
Brands want their ads to run against content they’re proud to associate with. But because of the programmatic nature of most digital advertising, brands have been forced to hand over control of ad placement to the algorithms of companies like Google and Facebook. Unfortunately, some brands have been seeing their advertisements placed next to extremist or controversial content just because those pieces are generating a lot of engagement or activity. Companies in every market need to ensure the safety of their brand by assuring the quality and nature of the content that brands are running ads against, some of which may be offensive and hurt the brand’s reputation. This webinar by Professor Raji Srinivasan will highlight strategies that companies can employ to ensure the safety of their brands.
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