ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
A survey of 1,500 B2B thought leaders revealed that building trust through video content creation is a critical goal.
A recent study by McKinsey & Company revealed 13 key technology trends in 2025.
Energy and materials companies are increasingly investing in e-commerce and generative artificial intelligence.
AI can identify market opportunities, personalize content, customize pricing, automate selling tasks, and improve workforce performance.
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.
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