ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although investments in systematic marketing increase firm valuation for early stage B2B start-ups, recent research finds that fewer than half choose to invest in it.
B2B event marketing can be improved through the use of artificial intelligence.
Across several product categories, the importance of B2B brands in driving sales continues to grow.
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.
As B2B advertising budgets continue to rise, marketers will have more resources than ever to target specific audiences.
Although B2B sellers frequently offer discounts to targeted buyers, they may unknowingly be sacrificing profit from other buyers.
While developing keyword targets is challenging in B2B industries, several publicly-available sources can provide valuable suggestions.
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
The digitization of B2B selling opens unprecedented international opportunities if accompanying paid search strategies are localized.
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