Value-Focused B2B Marketing

Contact: WPI Venture Forum, +1-508-831-5075

Tuesday, November 9, 2004, 6-9 p.m.
Worcester Polytechnic Institute, Campus Center Odeum

Worcester, MA - October 25, 2004 - Marketing always starts with the customer, but often B2B (business-to-business) companies begin by looking at customers through a narrow, product-focused lens. This leads to ineffective marketing programs. Jim Geisman, marketing expert and President of MarketShare Inc. (Wayland, MA) will discuss how to structure a value-focused B2B marketing campaign. He will explain how using a value-focused lens instead of a product- focused approach can lead to improved understanding of what marketing programs need to do, who they should target, and what they should focus on.

Active in the MIT Enterprise Forum of Cambridge, Mr. Geisman served on its board and chaired the Start-Up Clinic Committee from 1992 to 2002. He sits on the board of eMerging Women Entrepreneurs and was on the board of the Harvard Business School Association of Boston. He holds BS and MS degrees in Electrical Engineering from Tufts University and an MBA from Harvard.

Case Presentation: The Fluorosome Company

Following Mr. Geisman, the case presentation will be by George Wright, PhD, President of The Fluorosome Company, a Worcester, MA, company that manufactures, sells, services, and provides R&D for Fluorosome® and related drug discovery tools. Fluorosomes are fluorescently-labeled lipid bilayer vesicles (microscopic balloons made with a fatty material) that are used by pharmaceutical and biotechnology companies to measure properties of new drugs and biologics.

The WPI Venture Forum meeting will be held on Tuesday, November 9, 2004, at the Odeum Campus Center on the WPI campus in Worcester, MA. Registration begins at 6:00 p.m. and the meeting begins at 6:30 p.m. Registration cost is $10 individual, annual and lifetime members; and $20 nonmembers.

About the WPI Venture Forum

The WPI Venture Forum was created in 1990 to promote the entrepreneurial spirit and to serve those who engage in technology- based entrepreneurial enterprises by providing advice, support and education tailored to meet their needs. The forum fosters entrepreneurship through such activities as monthly programs, a business plan contest, a weekly radio show on News Radio WTAG (Saturdays, 5-7 pm, 580am), and a monthly newsletter.

The Venture Forum, as part of the Collaborative for Entrepreneurship & Innovation in the Department of Management at WPI, serves individuals who are seeking to begin their own technology-based businesses; founders, presidents, and senior managers of start-up or early-stage companies; senior managers of companies that are restarting or making a transition for one mode of operation to another; and employees leaving large companies due to a reduction in force or to start businesses.