ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Top performing B2B companies have integrated AI across many processes.
B2B firms that implement genAI into their go-to-market functions successfully augment, automate, reimagine workflows, and drive transformational change.
There is a tremendous gap between C-suite perceptions of sales and marketing alignment and that of professionals across both functions.
Generative artificial intelligence could facilitate over $1 trillion in additional productivity across sales and marketing functions.
By 2025, 80% of B2B sales transactions may take place online, with many buyers preferring to take their own circuitous routes when making purchases.
The B2B SaaS sector is predicted to continue growing, with human resources being the top growth segment.
Demand squads can help create agile cross-functional teams comprised of marketing, sales, and customer success personnel.
In a recent report, marketing outperformed blogs, customer success stories, and case studies.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
In a new generation of B2B selling, successful companies effectively employ three key tactics.
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