ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Video advertising is a tool that savvy B2B firms should consider utilizing even more in 2023.
To effectively use marketing technologies, a close collaboration must be formed between marketing and information technology groups within an organization.
While garnering favorable customer reactions following offerings is critical, the role of human or AI agents as the deliverers of offering information could prove to be a deciding factor.
In an hour-long webinar, the panel discusses how B2B firms can foster and accelerate B2B digital transformation.
The growth of online B2B selling will necessitate firms that firms adopt even more data-driven selling techniques in the near future.
Although B2B and B2C customers increasingly expect personalized service interactions, firms must balance this preference with data privacy concerns.
With numerous levers available to B2B CMOs with a revenue growth focus, six key actionable items have emerged from a large-scale survey.
As buyers to continue express their preferences for self-guided interactions, B2B firms must adapt their strategies.
As buyers become increasingly comfortable purchasing online, B2B sales representatives may need to redefine their roles when faced with evolving buyer customer preferences.
Although many applications of the metaverse have been provided in B2C contexts, the potential impact of an engaging virtual environment can also be significant for B2B companies.
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