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 the ISBM, we know that one size does not fit all. Which is why our curriculum is designed to close your gaps with a variety of approaches. We work with you to deliver workshops that will help drive your
B2B business forward.

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 some favorite ISBM workshops and are transitioning others. 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 recommended Learning Paths help individuals and team leaders define who needs what.

2021 Open Course Schedule

Live, Online, Engaging Workshops

Date Workshop Title Format
Mar 09 & 11, 2021

Value-in-Use Pricing: An Applied Project-Based Workshop & Coaching

Four 1.5 hour modules
Apr 14, 2021

B2B Marketing Foundations Series; Part 1: B2B Market Analysis

Four 1.5 hour modules
Apr 28, 2021

B2B Marketing Foundations Series; Part 2: Segmentation, Targeting, and Positioning

One 5.0 hour modules
May 12, 2021

B2B Marketing Foundations Series; Part 3: Marketing Strategy

One 5.0 hour modules
Jun 08 & 22, 2021

Voice of the Customer in B2B

Four 2.0 hour modules
Jul 13 & 14, 2021

B2B Market Analysis

Four 1.5 hour modules
Aug 17 & 19, 2021

B2B Competitor Analysis

Four 1.5 hour modules
Sep 14, 2021

The Concept of Value

One 2.0 hour modules
Sep 21 & 22, 2021

Developing Winning B2B Value Propositions

Two 2.0 hour modules

Building Marketing excellence

B2B Businesses that want to grow organically come to us – for access to our diverse, award-winning faculty, our unmatched B2B sales and marketing curriculum, project-based courses tailored specifically to each member company, and more. 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