ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Currently, B2B marketers are using AI primarily to gather better data and insights, increase efficiency, and achieve time savings.
The rise of generative artificial intelligence has changed how firms create their own content and how they monitor content that appears on search engines.
Companies continue to increase the number of ways they use genAI to personalize buyer experiences.
Demand squads can help create agile cross-functional teams comprised of marketing, sales, and customer success personnel.
93% of customers think that influencer marketing helps achieve business goals.
In a recent report, marketing outperformed blogs, customer success stories, and case studies.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
B2B thought leadership is an increasingly effective way to demonstrate value to customers.
B2B event marketing can be improved through the use of artificial intelligence.
Forrester makes five predictions relevant to B2B marketers for 2024.
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