ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
To effectively use marketing technologies, a close collaboration must be formed between marketing and information technology groups within an organization.
Accommodating the differing payment method preferences of B2B and B2C buyers can create value for B2B sellers.
Although many firms are inclined to decrease investments during economic downturns, investing in brand purpose may be a more prudent strategy.
Although the COVID-19 pandemic accelerated the rate at which B2B companies adopted hybrid selling approaches, the effectiveness of these methods suggests that they are here to say.
The use of influencers has become an increasingly important part of digital marketing strategy for B2B firms.
The rise of B2B influencers, particularly on LinkedIn, is a trend worth noting and a marketing approach worth examining for B2B firms.
Building confidence and communicating clear expectations to buyers are cornerstones to creating trust for B2B firms.
To weather economic downturns, B2B sales leaders must focus on several key strategic areas.
The growth of online B2B selling will necessitate firms that firms adopt even more data-driven selling techniques in the near future.
With consumers increasingly preferring self-guided purchase journeys, producing engaging firm-generated content has become more important than ever.
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