Theme:

Risk and De-Risking in B2B Markets

Date:

June 23-25, 2026

Venue:

Emory University – Goizueta Business School | Atlanta, Georgia

Come Back to College with ISBM

Join ISBM Fellows, practitioners, and industry leaders for three days of learning, discussion, and networking focused on managing risk and accelerating growth in B2B markets. Please dress for college.  It’s hot and humid in Atlanta in June.  Bring your favorite College T-Shirt, we have a plan!  

Hotels will be expensive and on campus space is limited. Early registration is highly recommended.

Additional Information

• Atlanta will be hosting FIFA events that week, and hotels across the city are  expected to fill quickly. We recommend taking advantage of the Emory University on-campus dormitory accommodations.
  
• Meals are included. Please indicate dietary needs during registration.
  
• Dress is casual. College attire is requested and encouraged.

June 23 – ISBM Pep Rally and Pre-Game Events

• Mini-courses and hands-on learning
• One-on-one meetings with Speakers and ISBM Fellows
• Post Pep Rally Happy Hour!

June 24 – The Big Game – 1st Half

• Expert presentations and case studies
• Peer networking and social events, wear your favorite college shirt!
  

June 25 – The Big Game – 2nd Half

• Expert presentations and case studies
• Marketing Excellence Roundtable

June 25 – Post Game Analysis

• Stay and join ISBM staff for dinner

Featured Speakers

• Luciano Lapa, Penn State – The Intersection of Marketing and Risk
• Will Casavan, Microsoft – Responsible AI Framework, Considerations for B2B
• David Bland, Precoil – Hidden Factors Slowing Your Growth
• Dan Adams, The AIM Institute – Minesweeper Software for De-Risking Projects
• Allison Northrop, Godfrey – Ignore B2B Influencers at Your Own Peril
• JT Mudge, The Foresight Institute – Addressing Risk with Foresight
• Ralph Cummins, EMM – Risk and Marketing Due Diligence
• Bernhard Ritz, Ainzel – AI Capability Management, Safeguarding the Use of AI

Schedule One-on-One Meetings with Experts

• JT Mudge – Foresight
• Dan Adams – Innovation De-Risking
• Paul Drees – B2B Marketing Transformations
• Ralph Oliva – Branding and Value Propositions
• Liam Fahey – Market Intelligence
• Bernhard Ritz – Ainzel Agentic Technology
• Jonathan Fegley – Aperture.ai
• Luciano Lapa – Business Risk
• Ralph Cummins – Marketing Due Diligence
• Sandy Jap – Strategic Partnering and Channels
• Will Casavan – Responsible AI
• Allison Northrop – B2B Influencers

Meeting Schedule

Monday, June 22

6:30 PM
Welcome Social & Ice Breaker
Wisteria Lanes, Emory Conference Center Hotel

Tuesday, June 23 ISBM Pep Rally and Pre-Game Events

8:30 AM – 12:00 PM
Mini Courses:

• Voice of the Customer
• AIM Minesweeper
• Ainzel Agentics

12:00 PM  – 4:30 PM
One-on-One Meetings

5:00 PM
Evening Social

Wednesday, June 24 – The Big Game – 1st Half

7:00 AM – 8:00 AM Breakfast

8:30 AM – 5:00 PM Presentations

5:30 PM
Evening Social

Thursday, June 25 The Big Game – 2nd Half

7:00 AM – 8:00 AM Breakfast

8:30 AM – 12:30 PM Presentations

1:00 PM – 4:00 PM Marketing Excellence Roundtable

June 25 – Post Game Analysis

• Stay and join ISBM staff for dinner

Accommodations

Because FIFA events are taking place in Atlanta that week, hotel space in the city will be limited and rates are higher than usual. ISBM has reserved two lodging options for attendees.

On-Campus Housing 

Woodruff Residential Center – Dormitory
$140 per night

Suite accommodations include:

• Private bathroom
  
• 2 Beds, desk, and chair
  
• Linens and towels (pillow, hand and body towels)
  
• Air-conditioning
  
• Not included: Hair Dryer
  

Free parking is available. Short walk or shuttle to Goizueta Business School.

Hotel Option

Emory Conference Center Hotel
$475 per night (tax included)

Located approximately one mile from Goizueta Business School.
Campus shuttle service is available.
Hotel parking: $15/day.

Rooms are limited and must be reserved during registration. (Fifa will be hosting events throughout the city.)

Registration

Reserve your place and accommodations through the ISBM registration system.
Space is limited for both the meeting and lodging.