ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
In a new generation of B2B selling, successful companies effectively employ three key tactics.
To more effectively measure marketing’s impact, B2B organizations must be aware of five key insights.
As the demand for B2B services grows, so do the challenges for new entrants providing them.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
Data wrapping is the practice of giving data and analytics to customers as product features and customer experiences, with the goal of increasing a product’s value proposition. The users of these data wrapping functionalities are the company’s customers – not the employees. And as this is a customer oriented feature being a part of the product offering, the product road map is lead by product owners – not IT. It is an interesting strategy to monetize data – in a way that extends the product value proposition.
During turbulent times when you’re not sure what to do, it helps to remember that this won’t last forever. Step back from the anxiety with action. Gather your data and your teams and prepare to come out on the other side in a stronger position. ISBM B2B Pulse brings you timely (timeless) advice from Director Emeritus, Dr. Gary Lilien. In his article ‘Winning Strategies fro B2B Marketers Facing Tough (Or Even Easy) TImes’, Gary Lilien describes three actions that firms will likely take to come out of this crisis healthier than before.
This article in the Harvard Business Review looks at companies using AI to manage their sales leads in a more prompt and effective way. This small investment can win customer satisfaction by providing personal and helpful attention.
Data-driven marketers report higher levels of customer engagement and market growth. Effective data-driven marketing is accompanied by listening and engaging with customers, in other words data-driven marketing is customer-centric marketing. The Cisco Customer Insights team will share its transformational journey as their marketing organization evolves to become more data-driven. The presentation covers how to go from the delivery of analytical models, research and insights, to success and demonstrating impact on business results – while being dependent on facilitating tight integration between organizations.
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