ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
Although the financial footprint of midsize B2B customers is large, making headway with them requires a revised approach.
Although many firms desire complete knowledge of all of their customers, proficiency in marketing measurement distinguishes those who succeed.
B2B companies that are thriving are more likely to be on the cutting edge of five key trends.
As B2B marketers forecast how they will spend their allotted resources in 2023, a recent survey revealed similarities and areas of divergence.
In determining areas of focus for 2023, B2B marketers should emphasize increased digitization of processes.
This PhD seminar, taught by Dr. Venkatesh (Venky) Shankar will review the foundations, major contributions, and recent developments in business-to-business (B2B) digital marketing through selected readings on different topics such as B2B digital strategy, e-commerce, channels, supply chain, social media, mobile, and analytics. The emphasis will be on frameworks of B2B digital strategy and marketing and emerging research in this domain. The seminar will review both established, as well as, new themes in this domain, and discuss their principles and implications. The analysis and discussion will provide participants with new ways to think about B2B digital marketing. In addition, a principal purpose is to generate new ideas, new research topics, and new applications for existing B2B digital marketing problems. The seminar in itself will not teach participants research methodologies but will facilitate their learning of methodologies. It will introduce the application of new methods such as Natural Language Processing (NLP) for B2B data. Participants are expected to fully get into the research rigor of the readings and research ideas.
It will consist of eight sessions of 120 minutes. Sessions will be held on Wednesdays from 11:00AM – 1:00PM ET beginning February 15, 2023.
Please follow the Admission Procedure (https://isbm.org/admission-procedure/) when registering for this Course.
The growth of online B2B selling will necessitate firms that firms adopt even more data-driven selling techniques in the near future.
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