ISBM Member's Meeting: Mobilizing Customer and Market Insight to Drive Profitable Growth
February 27 - 28, 2013
Renaissance Tampa International Plaza Hotel
Tampa, FL
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Last year, with your support, the ISBM established the B2B Leadership Board, under Dr. Fred Wiersema. As their first effort, this group of marketing executives and senior researchers produced “The B2B Agenda: The Current State of B2B Marketing and a Look Ahead.” (All ISBM firms will receive copies.) This landmark work sets the stage and direction for B2B research, and helped frame the topic for this meeting.
To quote the study:“Customer insight is the ultimate currency that we as marketers can use to show our worth to our companies…” Join with fellow ISBM members to learn from thought leaders—and gain practical tips from member cases—on how to better mobilize customer and market insight to drive profitable growth.
Setting the stage will be the founder and executive director of the IBM Institute for Knowledge Management, Larry Prusak. We’ll learn from ISBM fellow Dr. Abbie Griffin (who invented “Voice of the Customer”) on special lessons from “Serial Innovators”. Thought leader Ely Dahan of UCLA, will discuss how “Big Data” can work in B2B. George Brown of Blue Canyon Partners, and Dan Adams, creator of “New Product Blueprinting” will share insights from their research and practice.
Practical cases and “how to’s” from ISBM Member firms: We’ll hear from Paulo Costa, Director of Advanced Analytics at Cisco, Jean Angus, Director of Innovation Processes at Saint-Gobain, Phil Fracassa, Vice President of Strategy and Business Development at Timken, Pam Brown*, Global Manager of Customer and Market Insight at DuPont, and more…
As marketers, we all need to get better at mobilizing customer and market insight. Come learn new frameworks, processes, tools, and tips on how to do it. Don’t miss this important meeting!
Agenda
| Tuesday, February 26 | |
|---|---|
| 6:30-8:30 p.m. | Welcome Reception |
| Wednesday, February 27 | |
| 7:00 a.m. | Registration and Continental Breakfast |
| 8:00 a.m. | Convene: Introduction and Overview |
| 8:30 a.m. | What is Insight: Getting it, Using it, Profiting from it. Larry Prusak, Researcher, Consultant, Founder IBM Institute for Knowledge Management |
| 9:15 a.m. | Networking Break |
| 9:45 a.m. | The Wallet, Acquisition and Retention (WAR) Program at Cisco: Lesson, Pitfalls, Applications... Paulo Costa, Director, Advanced Analytics, Cisco |
| 10:30 a.m. | Networking Break |
| 11:00 a.m. | Why Should I Care About “Big Data” and Individual Choice? I’m Too Far up the Value Chain! Ely Dahan, UCLA |
| 11:45 a.m. | Networking Lunch |
| 1:15 p.m. | Gathering and Mobilizing Insight Direct from the Customer: Lessons From “Serial Innovators” Abbie Griffin, University of Utah, ISBM Fellow |
| 2:00 p.m. | Networking Break |
| 2:30 p.m. | Creating and Mobilizing Segmentation Insight to Drive Growth Strategy: A Case Study George Parr, Executive VP, Optimal Strategix (Former CMO, Diversey) |
| 3:15 p.m. | Networking Break |
| 3:45 p.m. | Mobilizing a Strategic Information Resource: A Journey in Progress Pam Brown*, Global Manager of Customer and Market Insight, DuPont |
| 4:30 p.m. | Meeting Wrap Up/Summary |
| 5:00 p.m. | Adjourn |
| 6:00 p.m. | Networking Reception |
| Thursday, February 28 | |
| 7:00 a.m. | Continental Breakfast |
| 8:00 a.m. | Convene/Introduction |
| 8:15 a.m. |
7 Practices for B2B–Optimized Customer Insights ...And How Saint-Gobain |
| 9:15 a.m. | Networking Break |
| 9:45 a.m. | Mobilizing Customer Segmentation Insights: A Transformation Underway at Timken Phil Fracassa, Vice President of Strategy and Business Development |
| 10:30 a.m. | Networking Break |
| 11:00 a.m. | Mobilizing Customer Insight at “Stage/Gate Zero” George Brown, CEO, Blue Canyon Partners, Inc. |
| 11:45 a.m. |
Meeting Wrap Up/Summary |
| 12:00 p.m. | Meeting Adjourn |
| * - invited, not confirmed | |
Date and Location
This meeting is scheduled for February 27 - 28, 2013 at the Renaissance Tampa International Plaza Hotel (4200 Jim Walter Boulevard, Tampa, FL 33607). Join us at our Welcome Reception on Tuesday, February 26 from 6:30 - 8:30 p.m.
Hotel Reservations
A room block will be held at the Renaissance Tampa International Plaza Hotel until January 24, 2013. When making a reservation, reference "ISBM Members Meeting" for the group rate of $179/night. Rooms and rates after January 24 are subject to availability at time of booking.
Reservations can be made online by clicking this link or by calling Reservations at 813-877-9200.
Meeting Cost and Registration
ISBM Member: $950 before January 24, 2013; $1050 after
Non-Member: $1,550 before January 24, 2013; $1,650 after
Cancellation Policy
• Up to 30 days prior to seminar: No Fee
• Between 15 and 30 days: $100 Fee
• 14 days or less: Full Conference Fee
• All substitutions within 14 days prior to the seminar will be subject to a $50 administrative fee.
For More Information
Call Paula Dorminy at 814-863-2782 or e-mail pad148@psu.edu.
