ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Companies are investing more in B2B events, with an increased emphasis on smaller, in-person gatherings.
Although a strong partnership between the CEO and the CMO can drive growth, there are three key sources of friction that organizations must first overcome.
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.
In determining areas of focus for 2023, B2B marketers should emphasize increased digitization of processes.
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