ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
According to Forrester, younger and older B2B buyers have different decision-making processes and sources of value.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
Effective frontline marketing will require B2B sellers to consider customer revenue lifecycles.
Across several product categories, the importance of B2B brands in driving sales continues to grow.
Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.
By becoming “customer-obsessed,” B2B firms can be better oriented for future growth and value creation.
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