SBM B2B Research Webinar


Fractional CMO’s - What Are They and When May They Be Used? An ISBM Research Webinar, 28 May 2021


Author: Lori Nicolini

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Register for the next ISBM B2B Research Webinar Series presentation Fractional CMO’s – What are they and when may they be used?, hosted by the Institute for the Study of Business Markets (ISBM).

The next webinar presentation will be held on Fri, May 28 from 12:00PM-1:00PM ET, presented Sebastian Hohenberg. Sebastian is an Assistant Professor of Marketing at the University of Texas at Austin. Professor Hohenberg’s primary research interests are:  sales strategy & steering; marketing strategy; marketing excellence; and marketing & new technologies and innovation. His presentation is titled Fractional CMO’s – What are they and when may they be used?.

During these 1 hour webinar, the presenter will discuss their research for about 30 minutes. Then, a discussant will spend 10-15 minutes providing feedback on the research. The remainder of the time will be open for Q&A between the attendees and the presenter.

The webinar series is to provide a webinar venue for B2B marketing doctoral students and researchers to present their research and receive valuable feedback from ISBM’s global network of renowned B2B researchers and experts. Based on interest, ISBM will offer these “webinar” opportunities once a month.

For anyone interesting in watching, but unable to attend the “live” webinar, these sessions will be recorded and available on B2B Pulse ( which is free for practitioner members of ISBM and academics who register.


Register in advance for these webinars from our website

After registering, you will receive a confirmation email containing information about joining the webinar.

Please feel free to share this invitation with other B2B researchers/scholars/colleagues.

If you have any questions regarding this program specifically please reach out to J. Andrew Petersen (, ISBM Associate Director.

For questions on other ISBM programs you may also reach out to Stefan Wuyts (, ISBM Director or Lori Nicolini (, Program Coordinator.