ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Across several product categories, the importance of B2B brands in driving sales continues to grow.
By meticulously mapping a customer’s buying journey, B2B companies can enhance customer experiences.
Frontline marketers will experience the future of artificial intelligence in three phases.
To more effectively measure marketing’s impact, B2B organizations must be aware of five key insights.
AI is already transforming the way firms conceive, develop, and launch new products. But where and how do you begin this journey?
Generative AI is a powerful tool that requires guidelines, careful data considerations, and human connections.
Forrester makes five predictions relevant to B2B marketers for 2024.
Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.
To succeed in new product development, the role of operations should be emphasized.
Although a strong partnership between the CEO and the CMO can drive growth, there are three key sources of friction that organizations must first overcome.
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