B-to-B Marketing: Beyond Best Practice >> to Next Practice

• Turning on the power of B-to-B brands
• Finding new growth and new markets
• Strengthening customer engagement
• Better understanding customer needs
• Accessing new analytic tools and techniques
• Mobilizing data for higher profit
• Adapting/navigating/experimenting
• And more...

February 22-23, 2007
Marriott Tampa Airport
Tampa, Florida

Click here to view a summary of the meeting.

The Thirteenth Joint Conference of the

Institute for the Study of Business Markets
Smeal College of Business, Penn State

and the

Center for Business and Industrial Marketing
Robinson School of Business, Georgia State

"When customer needs and supplier capabilities change as rapidly and unexpectedly as they do now, managers must go beyond best practice. They must become skilled in the next practices of adaptive enterprises..."

Lou Carbone/Steve Haeckel in discussion on our meeting.

Driving growth. Building profit. Mobilizing your brand. Ongoing experiments. Pushing the envelope. As B-to-B Marketers we’re often creating the state of the art. Trying new things. Seeing what works real time. Building next practice.

The idea for this meeting came through discussions with thought leaders Lou Carbone and Steve Haeckel. We navigate rapidly changing markets—the status quo isn’t here for long. Best practices, by definition, are proven to produce great results today. They’re important and helpful. But we often need to go beyond best practice...

On To Next Practice

In this meeting, we’re looking to bring you a view of the Front of the Envelope. Where promising experiments are underway but the final results aren’t in. Ideas and approaches to spark your thinking, provide new ideas and insight.

Make Next Practice—Your Practice...

Come and hear from thought leaders, practitioners, and researchers about some totally new approaches. New ways of thinking. Some old tricks applied in new ways. Some new techniques applied to old challenges. And some experimental ideas on how to drive growth, profitability, and business impact.

Our Keynote world renowned Thought Leader, Dr. Philip Kotler...Heralded as the first leader in marketing thought. Dr. Kotler has turned his attention to B-to-B, and the untapped power in mobilizing B-to-B Brands. Hear his views on Next Practice in B-to-B Marketing and Brand Management.

Next Practice Cases/Experiments/Ideas from Member Firms

• CEMEX has turned selling cement into an innovative service business. (Their work is the subject of six Harvard cases!) Hear from D. Keith Pigues, Vice President of Marketing, CEMEX USA on how CEMEX is trying new approaches to drive growth in mature markets.
• CISCO Systems is pushing the envelope in finding new ways to mobilize data to find new opportunities and go deeper with current customers. Insights from Bryan Maach, Vice President, Market Intelligence.
• KODAK’S Graphic Communications Group is spotting new trends, building new technologies, and crafting new tools for B-to-B Marketers. Connect to the state of the art with Jeff Hayzlett, CMO of Kodak’s Graphic Communications Group.
• INDIUM Corporation is spearheading a quiet revolution in B-to-B marcom with B-to-B blogs. Tune into what’s working, what’s promising, and what’s just noise. Learn how to navigate B-to-B blogs with Rick Short, Marcom Director.
• IBM is tuning into the changing generations of customers, and its impact beyond B-to-C. Gain B-to-B Insights across the generations from Vickie Maxon, Learning Partner.

A View to “Next Practice” from World Thought Leaders...

• Dr. John Fleming, Chief Scientist of The Gallup Organization takes us deep into the human connections so critical in B-to-B relationships. The next practice: Human Sigma—how do we measure, track, ensure alignment in our teams, sales force, people connections?
• Dr. Michael Raynor, Distinguished Fellow, Deloitte Research discusses The Strategy Paradox and the need to take a next practice look at strategy as we face uncertainty and change every day.
• Dr. Gary Lilien, Research Director, ISBM brings us next practice, real time tools for extracting insight from Data: Marketing Engineering for Excel.

Next Practice

Lou Carbone and Steve Haeckel will wrap things up. Insights and Next Practice on what it takes to build an adaptive enterprise, and focus on optimizing customer experience. Important directions for continuing the Next Practice Journey.

Important Additions to Your "ISBM Library"

Each ISBM Member Firm and Member attendee will receive the important books:

• B2B Brand Management by Philip Kotler and Waldemar Pfoertsch
• The Strategy Paradox by Michael Raynor

Spark new thinking, experiments, approaches in your practice. Join us to learn from researchers, Member firms and world thought leaders. Move Beyond Best Practice >> to Next Practice!

MEETING Location

Marriott Tampa Airport
Tampa International Airport
Tampa, Florida 33607
Phone: 813-879-5151 or 800-564-3440
Fax: 813-873-0945

Please make your hotel reservations now:

A block of rooms will be held for ISBM until January 30, 2007. Please mention Penn State-ISBM for the meeting rate. ($189.00 single/double)

Member Fees

• $650 by January 22, 2007
• $750 after January 22, 2007

Non-Members please call 814-863-2782 for pricing.

To register: Online Registration

Cancellation Policy

• On or before January 22, 2007—no fee
• Between January 23 - February 5, 2007-$100 fee
• After February 5, 2007-full conference fee due
• All substitutions after January 22 will be subject to a $50.00 administrative fee

• All participants must register in advance by mail, phone, fax, or e-mail; checks may follow.

For more information contact:

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu