ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to
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.
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.
This chapter aims to offer better understanding of several important topics relating to B2B e-commerce. These issues include B2B electronic data interchange (EDI ), extranet, B2B exchanges or e-marketplaces and international B2B e-commerce. This chapter covers these issues in the B2B environment by providing an overview of e-commerce in the B2B environment according to an organizing framework. The essentials of e-commerce in B2B markets are reviewed. Further, summaries are offered about what is known about EDI , extranet, B2B exchange and international B2B e-commerce. To conclude, implications for researchers and practitioners are outlined.
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. This presentation covers 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.
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.
Chief Marketer published their B2B Outlook for 2020, focusing especially on lead generation by B2B marketers. It includes data from a survey conducted in 2019 among 167 senior marketers (CMO, VP of marketing, director of marketing, etc.) who work for B2B companies.
The digital age has made it necessary for sales team members to use social media as part of the sales
This presentation deals with about the marketing function as a strategic partner. In this presentation, the role of marketing is discussed in a environment constantly changing as a result of technological developments. Specific examples – among others, the role of brand ambassadors, social media, and thought leadership – are covered.
Jeff Schmitz is Chief Marketing Officer at Zebra.
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