ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although buyers increasingly report prioritizing sustainable products and services, they are often underwhelmed by seller offerings.
B2B brand investments can attract purchasers and lower customer churn.
McKinsey & Company has identified 15 technology trends for 2024.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
Forrester makes five predictions relevant to B2B marketers for 2024.
The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
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