ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Video content can help B2B brands stand out in a crowded search environment.
A survey of 1,500 B2B thought leaders revealed that building trust through video content creation is a critical goal.
Top performing B2B companies have integrated AI across many processes.
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.
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