ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Chief Marketer published their B2B Outlook for 2020, focusing especially on lead generation by B2B marketers. It includes data from a survey conducted in 2019 among 167 senior marketers (CMO, VP of marketing, director of marketing, etc.) who work for B2B companies.
Experienced marketers know that their sales force can have a greater impact on results than any other element of the marketing mix. The challenge has always been to deploy limited resources efficiently and effectively. Fortunately, today’s digital technologies make it possible to scale diverse resources, enabling the sales force to manage profitability across a wide range of account types and sizes. Few question technology’s pervasive impact on selling and the sales profession. Yet many firms are not adequately positioning their sales organizations for optimal performance in the digital age. This webinar examines the relationship of digital technology and the sales function, while offering specific strategies for leadership to fully leverage technology’s impact. Professors Mike Ahearne and Thomas Steenburgh provide examples of how world class organizations leverage digital capabilities to increase profits and gain competitive advantage, and will describe the shifts sales organizations will be required to make in sales process and training investments.
Do B2B buyers really want to be left alone? Research in this Harvard Business Review article suggests that there are a lot of frustrated and unhappy B2B buyers out there who could use a little help. By acting like a travel agent, B2B sellers can smooth out the sales process and guide customers to a more satisfying end.
Social Selling may be the new platform for your B2B sales force. This Harvard Business Review article provides ways your salespeople can use social media to engage with buyers who don’t want to face a sales pitch. Social Selling is the solution to achieving a more customer-centric experience that adds an element of fun.
How can marketers break out of the one-track focus on sales? Be a Value Creator. This article suggests ways marketers can adapt their marketing approach to produce creative and valuable results.
In this Issue (January 2018)
– From the Membership: The Thriving Marketer (Lynn Yanyo)
– From the Membership: Next Members Meeting (Lynn Yanyo)
– ISBM Fellow Feature: How to Become a Platform Business (Erich Joachimsthaler)
– ISBM Fellow Feature: B2B Firm’s Shift from Outside to Inside Sales Structures (Rob Palmatier)
– Invitation to EMAC 2018 and B2B SIG
– ISBM Phd Camp and Academic Conference 2018
– Call for Nominations: 2018 ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing
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