ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.
By 2035, more buyers will become aware of brands through influencer marketing than via traditional search engines. Many B2B firms are preparing for this shift.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
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.
In an increasingly customer-driven world, firms must effectively engage in lifecycle revenue marketing.
A critical disconnect exists between what customers report caring about and what B2B firms emphasize in their branding efforts.
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