ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
Video advertising is a tool that savvy B2B firms should consider utilizing even more in 2023.
Although many firms are inclined to decrease investments during economic downturns, investing in brand purpose may be a more prudent strategy.
The use of influencers has become an increasingly important part of digital marketing strategy for B2B firms.
The rise of B2B influencers, particularly on LinkedIn, is a trend worth noting and a marketing approach worth examining for B2B firms.
This presentation is on two B2B Handbook Chapters: Branding in B2B Firms (Kevin Lane Keller & Philip Kotler) and B2B E-Commerce (Venkatesh Shankar) on November 19, 2021.
© 2024 ISBM – Institute for the Study of Business Markets
484 Business Building
University Park, PA 16802
Phone: 814-863-2782
Fax: 814-863-0413
Email: ISBM@psu.edu
© 2020 ISBM – Institute for the Study of Business Markets