ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
93% of customers think that influencer marketing helps achieve business goals.
Firms can evaluate the state of their B2B relationships by measuring customer health.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
In B2B markets, marketing and sales efforts are often misaligned, leading to losses in revenue and greater customer churn.
Although B2B marketing expenditures are expected to continue to grow over the next five years, the ways in which firms intend to spend their budgets vary significantly.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
In an increasingly customer-driven world, firms must effectively engage in lifecycle revenue marketing.
Video advertising is a tool that savvy B2B firms should consider utilizing even more in 2023.
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