Reserve Your Spot and Learn about the Future of Marketing

September 19-20 | Online


Are you using yesterday’s solutions to solve tomorrow’s challenges?

Marketing today is facing massive, unprecedented change. That’s why we set out to research and define the future of marketing and how you can navigate and thrive in this new paradigm. Join us at this completely virtual event where we will reveal and share for the first time our research study on the 21st century marketer. We are excited by the findings that reveal a turning point and will translate into unprecedented opportunities.

By attending, you’ll:

  • Download the results of our new study on the Thriving Marketer, including how the marketing function is changing and what we can do about it
  • How you and your company stack up to this new marketing paradigm
  • Learn more about “relational capital” and why it may be critical for the future
  • Discover where and how marketing has a unique window of opportunity to thrive


Paulo Costa

Paulo Costa, Director of Advanced Analytics at Cisco. Paulo will share several cases on how he used analytics to drive sales and cement strong bonds across departments at Cisco.

Amy Heiss

Amy Heiss, Director of Social Media Activation at Dell. Learn how Amy built a social media training program, and 15,000 certified social media team members company-wide, to strengthen connections with customers and drive sales.

Case Studies &
Executive Insights

You’ll hear from modern marketers who are doing things in new and effective ways.


This is the most intimate conference in the world with a three-friend minimum—so you are sure to make connections that stick.

Small Group Discussions

You asked for it, and we are delivering. You’ll participate in small group discussions to collaborate and further expand your learning.

Event at a glance

Tuesday September 19th


Meeting Kick Off






Lunch Break


ISBM Fellow Induction for Erich Joachimsthaler





Marketing and Procurement
Amy Haney


Day One Close

Wednesday September 20th


Morning Introduction






ISBM Fellow Induction for Robert Palmatier


Lunch Break






Meeting Wrap-Up

Event Details

“Every Institute meeting – and I've only missed three in ten years – has yielded an idea that has resulted in incremental revenues or profits for my company.”

“After each meeting, I write a summary to share within my firm. And what's remarkable is that I have never written a summary that didn't include at least one action item that came out of the meeting.”

“There is clearly value in reading articles in the business journals and magazines, but there is nothing like being able to talk about the ideas with the expert in a one-on-one setting.”

“When I first saw the slide on the 'three friend minimum', I thought it was kind of hokey. But I've made a lot of friends through The Institute, and they have come through for me a couple of times when I really needed some help.”

“The secret sauce of The Institute is that it's all b-to-b. At these meetings, I feel like I'm with 'my people”

“What is great is meeting someone from a totally different industry and finding out that we have a lot in common, but also a lot that's different and worth sharing.”

A Rich History

We are the world’s only B2B think tank. Our mission is to advance the state of B2B organizations by pairing renowned academic researchers and educators with world-class marketing practitioners.

Our events are at the heart of our mission and we take them very seriously. They are intimate, action packed and filled with tools, templates and applicable methods.

We’ve run events for over 30 years and have introduced our Members to an incredible group of world-class B2B experts, practitioners, and academics. Our speakers share road-tested insights and real-life cases that can help you become a better marketer.

Mohan Sawhney

McCormick Tribune Professor of Technology Kellogg School of Management Northwestern University

Phil Kotler

Leading expert on strategic marketing practice and Professor of Marketing, Northwestern University

Neil Rackham

Worlds' Leading Authority on Consultative Selling and Best-selling Author

Erik Hollander

Vice President and Chief Marketing Officer

Abbie Griffin

Leading expert in New Product Development and Presidential Professor of Marketing, University of Utah

Amir Hartman

Author, Speaker, Advisor

Bill Midgette

Chief Executive Officer, Porex Corporation

Bob Cooper

Leading expert in Innovation Management and Creator of Stage-Gate®

G. Sandy Diehl

Vice President, United Technologies Corporation

Thomas Kinisky

President, Saint-Gobain Performance Plastics

Charlie Peters

Senior Executive Vice President, Emerson Process Management

Sandy Jap

Professor of Marketing, Emory University