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Jam Session: B2B Digital Spending: Strategic Investment or Justified Expense

B2B companies have been embracing digital in their marketing strategies and budgets. How do we know that we’re maximizing our efforts rather than budgeting and spending as a cost of doing business? ISBM invites you to join your fellow member companies for peer-to-peer best practice sharing. During this day-long session we’ll discuss challenges, opportunities and approaches for determining your digital strategy and determining how best to execute in a rapidly changing technical world.

This event will feature multiple breakout opportunities for facilitated discussion of digital investment definitions, strategies, and key takeaways for management.  Peer collaboration will guide you to a deeper understanding of where to look to find new digital opportunities and the tools you need to evaluate and communicate your digital business initiatives into 2020 and beyond.

Note: This event is in-person only (no online option or recording)

Please take 15 minutes to complete the ISBM digital B2B self-assessment which will assist with discussion ideas for this Jam Session. You can send it in to us (  If you choose to return to us, we will hold all responses as confidential, and use the results to help focus our agenda.  Or simply fill it in and bring with you to the event as a tool to use during the discussions.

Speaker Lineup

John Jordan

  • John Jordan, Clinical Professor of Supply Chain & Information Systems, Penn State, Smeal College of Business

Since 2005, John Jordan has taught digital business to advanced undergraduates, graduate students, and corporate audiences at Penn State’s Smeal College of Business. In this role, he has delivered courses in the digital aspects of innovation and entrepreneurship, strategy, online marketing (a course that won MBA teaching awards three years running), supply chain management, and business analytics. He also brings credentials as a B2B practitioner, having help build Computer Sciences Corporation’s first comprehensive website as well as creating a prize-winning thought leadership program for their CSC Consulting subsidiary. After CSC and prior to Penn State, John managed research into digital strategies at the Ernst & Young Center for Business Innovation. The newsletter he began at E&Y in 1997, now entitled Early Indications, has continued as a monthly investigation into emerging technologies and their broad implications.

His recent scholarship has maintained this focus on digital business, with books on business model innovation (2010) and IT’s role in innovation (2012) published by John Wiley, and a book on the many implications of robotics from MIT Press (2016) that has been translated into six languages. His new book on 3D printing will also be published by MIT Press in early 2019. He has also addressed big data (including marketing aspects) in a bylined 2013 Wall Street Journal article.

In 2016, he began a multi-year research project on the state of B2B digital marketing as the industry addresses the mobile era, millennial demographics, and the optimal uses of online video.

Vince Kostelnik

  • Vince Kostelnik, President, Ad Ej Solutions, Inc.

Vince Kostelnik has spent the last 31 years in the B2B and manufacturing arena in a variety of capacities, including 16 years selling, mainly high technology products and the most recent 15 years in a marketing advisory/consulting role.  As a marketer, he believes that whatever approach you take with your target market, it is imperative that you develop a strategy first. He has acted as a CMO/Project Manager and contributor in administering everything digital for his clients.  He has also presented at a variety of marketing training workshops and boot camps for B2B organizations and clients.  In addition, he is Google Ads Certified and is recognized as a Google Partner managing multiple B2B organization accounts. Vince earned his BSBA degree in Accounting from Robert Morris College and spent his initial years in business as a Cost Analyst at the United States Steel Corporation.  As such he knows what Return-On-Investment is and works to achieve a positive ROI for all his clients.

Michael Barber

  • Michael Barber, Senior Vice President, Chief Creative Officer, Godfrey

He began his career at Mighty Interactive, the digital shop founded by Jay Baer. Mighty was one of the first agencies to leverage the future email behemoth ExactTarget, ultimately helping the organization develop its ad agency offering before it was acquired by Salesforce for $2.5 billion. Michael went on to lead strategy and planning at Sitewire, Nomadic Agency, and COHN, before founding his own consultancy, barber&hewitt. In 2018, barber&hewitt joined Godfrey, one of the largest US-based B2B agencies, and was named one of Marketo’s Fearless 50, which recognizes the top marketers around the globe driving bold, fearless, marketing and digital transformation.

His work has been featured in The New York Times, The Wall Street Journal, and Forbes. This work has been awarded numerous industry awards, but more importantly has driven successes including the most effective and cost-efficient campaign in the history of a Fortune 500 company, a 160x return on ad spend, and 10 million earned media impressions within the first month of a new product launch.

Outside of Godfrey, Michael hones his unhealthy obsessions with donuts, cold brew, planes, BMWs, the Arizona Wildcats, and his two Westies, McDoogle and Bowie.


There are no hotel room blocks reserved for this event.  Participants are free to book the hotel of their choice; there are several options in the surrounding area, but the Courtyard by Marriott Pittsburgh North/Cranberry Woods offers a discount to participants of RLA Learning and Conference Center.  When you call the hotel, tell them you are an attendee at an event at RLA Learning & Conference Center and they will apply their discount to your rate.

Courtyard by Marriott Pittsburgh North/Cranberry Woods
150 Cranberry Woods Dr.
Cranberry Twp, PA  16066
(P) 724-776-1900
Offers RLA Learning Center discount
Pittsburgh Marriott North

100 Cranberry Woods Dr
Cranberry Twp, PA  16066
(P) 724-772-3700

Offers RLA Learning Center discount

Home2 Suites by Hilton
1401 Cranberry Woods Dr
Cranberry Twp, PA  16066
(P) 724-742-3800
Hilton Garden Inn
2000 Garden View Ln.
Cranberry Twp, PA  16066
(P) 724-779-9999
Double-Tree by Hilton
910 Sheraton Dr.
Mars, PA  16046
(P) 724-776-6900
TownePlace Suites by Marriott
2020 Cool Springs Dr.
Cranberry Twp, PA  16066
(P) 724-779-7500

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