Who we are

While B2B represents approximately 65% of the global economy, only a small fraction of resources and attention is dedicated to advancing B2B marketing research and knowledge. No single University has any concentration of research, education or outreach programming that is focused on B2B Markets.

ISBM was founded in 1982 as a collective of leading academics from premier institutions around the globe partnering with B2B companies for the purpose of directing, advancing and disseminating the
Science of B2B Marketing.

ISBM continues today with nearly 40 Member Firms learning from and sharing needs with 29 Academic Fellows and 18 B2B Instructors and Partners.

Interested in membership?

Our VISION

We exist to accelerate the development and adoption of innovation and marketing best practices for the growth and sustainability of B2B Companies.

Our MISSION

Be the premier organization for dynamically and intimately connecting B2B Marketing professionals with thought leaders, educators and academic researchers advancing the science of B2B Marketing for the benefit of the growth of our Member Companies.

Meet our team

As a part of ISBM, you join a group with deep, concentrated experience in B2B Businesses and Markets. All of ISBM is dedicated to improving your B2B Marketing and Sales capabilities that drive organic growth.

Lynn Yanyo

Executive Director

A former ISBM member from LORD Corp. Lynn has decades of experience in automotive, industrial, and electronics markets as well as first-hand experience in invention and innovation in new business development.

Rand Mendez

Executive Director - Membership

A former ISBM member from DuPont, Rand has decades of experience in B2B Sales, Marketing, and Business. He created the industry benchmark for corporate functional excellence programs - DuPont Marketing Excellence, DuPont Global Commercial Academy, and Strategic Marketing Process 2.0.

Becky Williams

Curriculum Director

A former ISBM member, Becky led the development of Marketing Competencies and the establishment of marketing processes at LORD. She comes to ISBM most recently from leading LORD APAC.

Stefan Wuyts

Director, ISBM-Penn State

Professor of Marketing in Smeal College at Penn State, Stefan directs ISBM B2B research funding and the biennial research conference and graduate special courses.

Lori Nicolini

Events Manager

Our essential foundation for ISBM for over a decade, Lori manages all of the details for events and programming.

Ralph Oliva

Membership Director Emeritus

Proving no one ever really leaves ISBM, Ralph has devoted his academic life to ISBM and continues to support us with his active membership support, linking students to industry.

Gary Lilien

Research Director Emeritus

Bringing continuity, Gary is recently “retired” from direct ISBM research management but continues to support us with his experience, knowledge and connectivity.

Our B2B Mastery Instructors

Unlike other educational organizations, ISBM has used our network to assemble a pre-eminent selection of B2B Mastery Instructors from Business Schools and independent training organizations from around the world. All are the leading educators in their specific areas of expertise.

isbm fellows

The “ISBM Fellows” program provides even more opportunities to ask the world’s B2B thought leaders specific questions about your business marketing problems and opportunities. As experts in specific business marketing topics, all ISBM Distinguished Research Fellows—scholars at leading universities—have strong track records consulting to businesses around the globe, in addition to their extensive teaching and publishing activities. They know and respect real-world business management and leading-edge solutions, and they are dedicated to applying their knowledge to actual
marketing problems and opportunities.

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TRUSTED PARTNERS IN DELIVERY

Our Trusted Partners are renowned for their expertise and quality of service to
B2B companies. They know our members well and are very active with ISBM
and our membership. Our Trusted Partners engage at our events, adding value
with their expertise but operate in a commercial-free manner.

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