ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
B2B buyers are not longer “information seekers” but have become “super experts”. This Harvard Business Review article explains how B2B sellers need to align their selling approach to the buyer who is increasingly independent and highly informed. Smart sellers will find a solution that is consistent yet customized.
Driven by their online buying experiences, savvy business to business (B2B) buyers are demanding omni-channel capabilities when making work-related purchases. But for B2B sellers, in today’s rapidly changing world, building an effective omni-channel experience for buyers is not easy. It requires integrating world-class technology and transforming legacy organization structures and process, all at the same time. Join two experts from SAP Hybris as they walk you through the digital transformation landscape – from what the new digitally enabled customers are expecting to what current B2B companies are providing. Dean Afzal is the Global Marketing Director for B2B and John Fisher is the Global Head of Industry Marketing. They will share insights from their co-sponsored Forrest research to their experience with a wide array of existing customers on how, and why, they transformed their organizations.
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