ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
From evaluating potential buyers to providing real-time research assistance, the use cases for generative AI continue to grow.
AI can identify market opportunities, personalize content, customize pricing, automate selling tasks, and improve workforce performance.
AI can assist with a multitude of tasks during the fuzzy front end.
Currently, B2B marketers are using AI primarily to gather better data and insights, increase efficiency, and achieve time savings.
For both qualitative and quantitative research tasks, LLMs are a significant resource for human researchers.
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.
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