ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
By meticulously mapping a customer’s buying journey, B2B companies can enhance customer experiences.
To more effectively measure marketing’s impact, B2B organizations must be aware of five key insights.
Forrester makes five predictions relevant to B2B marketers for 2024.
Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.
A recent survey of ISBM member firms revealed that AI adoption is poised to grow.
As B2B advertising budgets continue to rise, marketers will have more resources than ever to target specific audiences.
B2B marketers can optimize their short-term resource allocation in four key ways during economic downturns.
While developing keyword targets is challenging in B2B industries, several publicly-available sources can provide valuable suggestions.
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
The digitization of B2B selling opens unprecedented international opportunities if accompanying paid search strategies are localized.
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