Iwata Unplugged: B2B Marketing Legend Opens Up at Miami Event

Jon Iwata, the man behind IBM's most legendary work, is coming to Miami for B2B World Fest on November 9. Iwata led the team that built 'Smarter Planet,' put Watson on Jeopardy!, and steered IBM to become the second-most valuable brand in the world, according to Interbrand.

Iwata's work has had a lasting impact on the B2B marketing industry. He began by asking himself and his team what they were marketing at IBM, and their answer was not products and services but rather IBM as a company that customers could partner with, invest in, and welcome into their communities.

This reframing of the brand led to 'Smarter Planet' and other initiatives that lifted the IBM brand above the transactional level. Iwata's approach has been studied at Yale and Harvard, where he is the executive director of the Yale Program on Stakeholder Innovation and Management.