ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Raising brand awareness and top of funnel performance has been the most important factor in determining future strategy for B2B marketers in 2024.
93% of customers think that influencer marketing helps achieve business goals.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
Although growth can come from securing new contracts and partnerships, reinforcing existing customer relationships is imperative.
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