ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
McKinsey & Company has identified 15 technology trends for 2024.
Companies are investing more in B2B events, with an increased emphasis on smaller, in-person gatherings.
To make the case for sustainable business processes, managers can take one of three approaches.
An emphasis on leadership, distinctiveness, and functional benefits can help B2B brands achieve pricing power.
93% of customers think that influencer marketing helps achieve business goals.
In a recent report, marketing outperformed blogs, customer success stories, and case studies.
Although self-service buying is increasingly important, fewer than half of B2B sales leaders consider selling digitization to be a priority.
Firms can evaluate the state of their B2B relationships by measuring customer health.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
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