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.
As B2B industries have become increasingly commoditized, B2B companies have recognized the need for establishing a different type of relationship with their customers. Simply selling and delivering on a good set of products is no longer enough. B2B companies need to become partners with their customers, helping those customers address some of their most pressing business challenges. This had led to the proliferation of value-added services and solutions across B2B industries. It has also forced B2B companies to rethink how they manage their accounts to be customer-centric. This session will explore what it takes for B2B organizations to optimize their customer relationships to create a customer-centric culture and how focusing on your entire ecosystem can help unlock new ideas and growth opportunities for your organization and energize your culture.
B2B companies are struggling to grow organically. The question then becomes: How can companies grow using their current customer bases? Through 80+ years of experience and over 100 million customer interviews, Gallup has developed a unique perspective on the matter. The short answer is that B2B companies can improve by optimizing their customer relationships. During this webinar, Ed O’Boyle, Gallup’s Global Workplace and Marketing Practice Leader discusses how focusing on your entire ecosystem can help unlock new ideas and growth opportunities for your organization.
Understanding your customers is more crucial than ever. This article in the Harvard Business Review gives B2B Marketers tips on managing strategic customer relationships. Treating them as individuals is key!
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