ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
B2B thought leadership is an increasingly effective way to demonstrate value to customers.
Across several product categories, the importance of B2B brands in driving sales continues to grow.
Generative AI is a powerful tool that requires guidelines, careful data considerations, and human connections.
As B2B advertising budgets continue to rise, marketers will have more resources than ever to target specific audiences.
Although they are less widespread than B2C platforms, B2B platforms can succeed by focusing on three key considerations.
The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
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.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
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