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

at     

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

8:30AM – 12:30PM – Mini-Courses and hands-on learning

• 8:30AM – 10:30AM – VOC In The AI ERA:  De-Risking B2B Product Decisions, Kristyn Corrigan, Applied Marketing Science, Inc.
• 10:30AM – 12:30PM – From AI Experiments to Enterprise Execution:  Making AI a Business Practice with Ainzel, Bernhard Ritz, Ainzel

1:00PM – 4:00PM  – 1-on-1 meetings – Schedule 30 minute conversations with ISBM fellows, partners, speakers and industry experts for open discussions focused for your business. Experts available for 1 on 1 conversation and their area of expertise:

• • • • Dan Adams – Innovation De-Risking
      • David Bland – Innovation Processes
      • Will Casavan – Responsible AI
      • Kristyn Corrigan – Voice of the Customer
      • Ralph Cummins – Marketing Due Diligence
      • Paul Drees – B2B Marketing Transformations
      • Jonathan Fegley – Aperture.ai
      • Rich Gibson – The ChemQuest Group, Inc.
      • Sandy Jap – Strategic Partnering and Channels
      • Ajay Kohli – Customer Centricity and Selling Solutions
      • Luciano Lapa – Business Risk
      • JT Mudge – Foresight
      • Allison Northrop – B2B Influences
      • Ralph Oliva – Branding and Value Propositions
      • Bernhard Ritz – Ainzel Agentic Technology

5:00 PM – Post Pep Rally Happy Hour!

June 24 – The Big Game – 1st Half

7:00 AM – 8:00 AM  – Breakfast

8:30 AM – 5:00 PM – Presentations – Expert presentations and case studies. Peer networking and social events, wear your favorite college shirt!

• The Intersection of Marketing and Risk – Luciano Lapa, Penn State
• Black Swans Don’t Read Your Risk Analysis:  Using Foresight to Peer Into the Shadows of Risk – JT Mudge, United Nations Development Program
• Commanding Chaos in a Volatile Marketplace – Practitioner Panel Discussion – Sandy Jap, Emory University with Will Casavan, Microsoft, Robert Dimson, Cox Automotive, and Lindsey Dickman, Kantar
• Managing Your Career Risk In An AI World – Dan Adams, Founder, The AIM Institute
•  Ignore B2B Influencers at Your Own Peril – Allison Northrop & Alison Adams, Godfrey

5:00PM – Hands-On Demos

• Using AI’s ‘Probing Depth Gauge’ to Master B2B VOC, Dan Adams, The AIM Institute
• Aperture.ai VertEx Strategic Growth Platform, Jonathan Fegely, Aperture

5:30 PM – Evening Social

June 25 – The Big Game – 2nd Half

7:00 AM – 8:00 AM  – Breakfast

8:30 AM – 12:30 PM  – Presentations – Expert presentations and case studies

• Rethinking How B2B Companies De-Risk New Growth – David Bland, Precoil
• Marketing Risk Management – Ralph Cummins, EMM
• Making AI a Business Practice  – Bernhard Ritz, Ainzel
• Accelerating Breakout and Growth – Jonathan Fegley, Aperture

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

Focused on practitioners overseeing marketing competency development, corporate learning programs, and capability building. This roundtable will also introduce new bundled offering packages and a tiered membership structure for 2027.

Topics Include:

• DEMO – Aperture VertEx™ Rapid Market Assessment for growth opportunities in adjacent markets
• DEMO – Ainzel ACM – Agentic AI Platform for Marketing Strategy, Sales Planning, and Channel Partner Management
• Decision and Risk Analysis – a structured, data-driven methodology used to evaluate complex choices under uncertainty. Presented by Rich Gibson, ChemQuest.
• New ISBM Membership Structure, Offerings and Benefits, and Website Preview

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 (book direct with us during registration)

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

1615 Clifton Road NE
Atlanta, GA 30329

Located approximately one mile from Goizueta Business School.
Campus shuttle service is available.
Rooms: $299/night
Hotel parking: $15/day

Rooms are limited with FiFa hosting events throughout the city. Book with hotel direct.