UNIVERSITY PARK, Pa. -- 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.
“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.”