ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
Although the financial footprint of midsize B2B customers is large, making headway with them requires a revised approach.
Although many firms desire complete knowledge of all of their customers, proficiency in marketing measurement distinguishes those who succeed.
A recent survey of B2B buyers revealed their preferences for content type, delivery, and timing.
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