at the institute for the study of business markets

At The Institute for the Study of Business Markets, we make staying ahead of the curve our business. We have transitioned our most popular face to face workshops to a highly engaging online format. All of our workshops are available with tailored content, date, and delivery method to meet the needs of your team.  We work with the best of the best: world-renowned B2B marketing academics, and highly successful executives who know how to translate a marketing program into a healthy balance sheet. Together, we research the trends, translating our findings into professional development programs. We focus only on B2B, so we understand you and what will propel you to the next level.


At ISBM, we recognize each company is on a different part of the journey to Marketing Excellence. We specifically designed our curriculum to flexibly fit your company’s needs. We begin with a customized assessment (free to our membership) and work with you to deliver workshops that advance your company capabilities and drive growth.

We can conduct an assessment to identify gaps in your expertise, and then develop a Learning Campaign to close them and arm your team with new tools to drive your success.  

All workshops are available as In-house programs that can be either case- or project-based. In case-based workshops we use select B2B case studies to emulate common business scenarios; in project-based workshops, your real projects are used for application exercises so you learn while getting the work done.

Prefer an Online Learning environment? We have created live virtual versions of all of our ISBM workshops. We can run a single virtual workshop, in real time, across 20 timezones; allowing your international teams to learn and work together. We are also ready to go with in person and blended models. We will work with you to create an effective approach to build the capabilities you need.

We offer a full schedule of Open Workshops  so you can allocate your training budget and time for optimal team development. Our B2B Marketing Mastery Track compresses a full B2B marketing curriculum into 8 months, allowing your technical leaders to become seasoned marketers quickly.

2024 Open Course Schedule

Live, Online and In-Person, Engaging Workshops

Date Workshop Title Format
March 11-14, 2024

Listening to the Voice of the Customer – AMS | Virtual Workshop

4 half days hour modules
March 26, 2024

Artificial Intelligence Transformative Power In New Product Development (NPD) – Part of ISBM Series “A.I. in B2B”

1 half day online hour modules
June 11 & 12, August 6 & 7, & September 17 & 19, 2024

B2B Marketing Fundamentals (TK1)

Three 6.0 hour modules
June 11 – September 19, 2024

ISBM B2B Marketing Mastery TRACK™ 2024

Over 55 hour modules
June 18 & 19, 2024

Advanced B2B Market and Competitive Analysis (TK2)

4, 3 hours sessions hour modules
June 18, 20, 25, & 27, 2024

B2B Storytelling – for Content Marketing, Customer Presentations, Management Presentations

Four, 90 minutes hour modules
June 20, July 16 & 17, 2024

Voice of the Customer (VOC) in B2B (TK3)

4, 3 hour sessions hour modules
September 3 & 4, 2024

The Concept of Value in B2B and Developing Winning Value Propositions (TK4)

Two, 3 hour modules


Live, Online, Engaging Workshops

Building Marketing Excellence

At ISBM, we understand that most of our B2B Marketing professionals come from science or engineering first careers. ISBM offers the only, concentrated, B2B Marketing education program designed for the experienced science or engineering professional to succeed and grow business as a marketing professional. B2B Businesses that want to grow business organically come to us for our top-notch, award-winning faculty, our unmatched B2B sales and marketing curriculum, and project-based courses tailored specifically to each member company. Our new B2B Marketing Mastery Track is designed to educate and prepare a successful B2B Marketer in 8 months.
Join us on the journey to Marketing Excellence.

Ready to build your skills and capabilities?

Want a project-based workshop just for your team?

Need customized content, delivery model or schedule?

Need to identify and prioritize your team's gaps?

our members say

"Every Institute meeting - and I've only missed 3 in 10 years - has yielded an idea that resulted in incremental revenue or profits for my company. Their conferences are fantastic with intimate access to the true thought leaders in B2B."

Marketing Director, Industrial Equipment Manufacturer

"We joined ISBM knowing that they would help us benchmark ourselves and identify areas of improvement. After 3 years on the journey, we have clearly moved the needle on our individual marketing competencies as well as instituted
best-practice processes."

CMO, Advanced Materials Manufacturer

"For many years we attended the Member Meetings and appreciated knowing that our membership fees supported B2B research. Then we attended our first Marketing Excellence Roundtable and immediately came back with actionable items that made us better. We are now avid participants as we learn with and from the
other member companies."

Market Research Director, B2B Services Firm

"We needed a last meeting speaker for a Sales and Marketing event. ISBM sent a speaker and staff who ended up running a brain-storming session and helped us pull the results together to execute on the 3 best ideas. The sales and marketing evaluations were the best of this event."

Sales and Marketing Director, Specialty Chemicals Manufacturer

"We used the ISBM network of instructors to create an in-house training program for our technically trained marketers. This has become our highly successful training program to advance your career in marketing. We've been running annually now for 6 years and continue to evolve and ISBM continues to evolve and
improve the program."

Corporate HR Director, Electronic Devices Manufacturer

"We brought ISBM in to run a VOC Workshop with our business teams. This kicked off a series of VOC studies that led to identification of near term growth, which we have tracked above $300M so far."

VP Marketing, Industrial Material Manufacturer




Analyze & Define

Market Opportunities & Value Propositions


Product And Value Delivery Systems


Communicate, Deliver And Manage Value



Analyze & Define

Market Opportunities & Value Propositions


Product And Value Delivery Systems


Communicate, Deliver And Manage Value


Learn The Language, Tools And Concepts Of Effective B2B Marketing


Learn Insights And Applications To Enrich Your Analysis And Refine Your Decision Making


Take A Deeper Drive On Specific Topics That May Not Apply To Every Business Model