ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The rise of generative artificial intelligence has changed how firms create their own content and how they monitor content that appears on search engines.
Demand squads can help create agile cross-functional teams comprised of marketing, sales, and customer success personnel.
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.
Generative AI is a powerful tool that requires guidelines, careful data considerations, and human connections.
Forrester makes five predictions relevant to B2B marketers for 2024.
By 2035, more buyers will become aware of brands through influencer marketing than via traditional search engines. Many B2B firms are preparing for this shift.
As B2B marketers forecast how they will spend their allotted resources in 2023, a recent survey revealed similarities and areas of divergence.
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