ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Raising brand awareness and top of funnel performance has been the most important factor in determining future strategy for B2B marketers in 2024.
Generative artificial intelligence could facilitate over $1 trillion in additional productivity across sales and marketing functions.
Companies continue to increase the number of ways they use genAI to personalize buyer experiences.
Successful B2B companies seamlessly implement omnichannel customer experiences.
McKinsey & Company has identified 15 technology trends for 2024.
Firms can evaluate the state of their B2B relationships by measuring customer health.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
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.
In a new generation of B2B selling, successful companies effectively employ three key tactics.
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