ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
From evaluating potential buyers to providing real-time research assistance, the use cases for generative AI continue to grow.
B2B buyers are increasingly seeking energy solutions that provide security, reliability, decarbonization, and lower costs.
Over half of recently surveyed companies plan to increase telecommunications and technology spending this year.
AI can identify market opportunities, personalize content, customize pricing, automate selling tasks, and improve workforce performance.
Currently, B2B marketers are using AI primarily to gather better data and insights, increase efficiency, and achieve time savings.
B2B firms that implement genAI into their go-to-market functions successfully augment, automate, reimagine workflows, and drive transformational change.
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.
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