ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although buyers increasingly report prioritizing sustainable products and services, they are often underwhelmed by seller offerings.
Companies are investing more in B2B events, with an increased emphasis on smaller, in-person gatherings.
Firms can evaluate the state of their B2B relationships by measuring customer health.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
A recent survey of B2B buyers revealed their preferences for content type, delivery, and timing.
The goals of the 2021 ISBM B2B Trend Study© are (1) to identify research priorities for the academic B2B marketing community and (2) to guide course content and other offerings for the corporate ISBM community.
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