ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The ISBM Pulse content library contains archived copies of previous member meeting presentations, webinars, courses, articles/reports, and a multitude of other knowledge. This material is freely available for our ISBM members.
B2B firms that implement genAI into their go-to-market functions successfully augment, automate, reimagine workflows, and drive transformational change.
For both qualitative and quantitative research tasks, LLMs are a significant resource for human researchers.
The often employed Stage-Gate system can be enhanced by considering sustainability-related aspects of new product development.
Over one-third of B2B buyers are willing to change suppliers today if their sustainability needs are not met.
Raising brand awareness and top of funnel performance has been the most important factor in determining future strategy for B2B marketers in 2024.
Companies can benefit from emphasizing the benefits they provide along with the products they sell.
There is a tremendous gap between C-suite perceptions of sales and marketing alignment and that of professionals across both functions.
Generative artificial intelligence could facilitate over $1 trillion in additional productivity across sales and marketing functions.
Companies continue to increase the number of ways they use genAI to personalize buyer experiences.
By 2025, 80% of B2B sales transactions may take place online, with many buyers preferring to take their own circuitous routes when making purchases.
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