You are here: Home / News Release Archives / 2014 / March / Customer Experience the Topic of Recent B2B Marketing-Focused Meeting

Customer Experience the Topic of Recent B2B Marketing-Focused Meeting

Key themes that emerged from the Institute for the Study of Business Markets’ (ISBM) recent winter meeting included managing customer experience and the importance of pricing, according to Ralph Oliva. Oliva serves as executive director of the ISBM, a research center in the Penn State Smeal College of Business focused on the practice of business-to-business marketing.
March 12, 2014

Key themes that emerged from the Institute for the Study of Business Markets’ (ISBM) recent winter meeting included managing customer experience and the importance of pricing, according to Ralph Oliva. Oliva serves as executive director of the ISBM, a research center in the Penn State Smeal College of Business focused on the practice of business-to-business marketing.

Business-to-consumer marketing has long noted the importance of managing a customer’s buying experience, but business-to-business marketers are now employing experience management techniques to differentiate their products.

“In today’s networked world, it has become easy for customers to communicate with anyone in a firm, and it’s important for everyone in the firm to live the brand.”

“What we’re discovering is that delivering a high-quality, differentiated experience—through both pricing and through all employees consistently understanding and delivering the company brand—is absolutely crucial in the business-to-business market space,” said Oliva. “This winter’s member meeting offered attendees an opportunity to share best practices and network among some of the top companies in today’s B2B space.”

Bill Becker, who manages John Deere’s Brand Center of Excellence, was one of the meeting’s first speakers. He talked about the company’s investment in a brand ambassador program that empowered more employees to provide the John Deere brand experience to customers.

“In today’s networked world, it has become easy for customers to communicate with anyone in a firm, and it’s important for everyone in the firm to live the brand,” said Oliva.

The importance of pricing as a key element of a positive experience emerged as another key issue. Paul Adair, director of strategic pricing at PolyOne, talked about telling the right kind of pricing stories to the right customers.

The ISBM Winter Meeting was held on Feb. 19-20 at the Orlando Renaissance Airport Hotel in Orlando, Fla. More than 100 people attended, representing 28 ISBM member firms. The next members’ meeting will take place Sept. 9-10 on Penn State’s University Park campus and focus on aligning marketing, sales, and innovation processes.

About the Institute for the Study of Business Markets
The Institute for the Study of Business Markets is a center of excellence in the Penn State Smeal College of Business that networks researchers, educators, and practitioners in business-to-business marketing in companies and universities throughout the world. The ISBM’s mission is to expand research and teaching in business-to-business marketing and sales in academia, and to build more efficient and effective marketing practice for member firms in industry.

Recent News
Poster session highlights latest evolution in GE-funded natural gas initiative 26 Jan

A group of GE executives from around the country converged on campus recently to meet with representatives from the Smeal College of Business and three other Penn State colleges as part of the continuing evolution of the Center for Collaborative Research on Intelligent Natural Gas Supply Systems (CCRINGSS).

Loss aversion drives consumers to purchase high-priced extended warranties 23 Jan

Pranav Jindal, assistant professor of marketing at the Penn State Smeal College of Business, has published a research paper that examines why consumers purchase extended warranties.

Smeal using assessment to influence student leadership training 23 Jan

With ample evidence that employers seek students with effective leadership skills, the Office of Career and Corporate Connections at the Penn State Smeal College of Business is steadily expanding the use of the Korn/Ferry ProSpective Leadership Assessment to influence programming and increase undergraduate student marketability.

Executive Insights: PwC Vice Chairman Mitch Cohen to Speak at Smeal Leadership Lecture Series 20 Jan Executive Insights: PwC Vice Chairman Mitch Cohen to Speak at Smeal Leadership Lecture Series

Mitch Cohen ’81 ACCTG, vice chairman of PricewaterhouseCoopers LLP (PwC), will share his perspectives on business, leadership, and a book he recently co-authored, with the Penn State Smeal College of Business on Friday, Feb. 13.

Smeal names Mooney director of eLDIG 09 Jan Smeal names Mooney director of eLDIG

The Penn State Smeal College of Business has named Matthew E. Mooney director of the college’s new eLearning Design and Innovation Group (eLDIG).

More Recent News... More Recent News...