ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
Serving others is the reason we’re all in business and the secret to staying in business and growing. While organizations have many roles, Dave Loomis argues that everything is marketing – because everything we do is centered on delivering a product or service of value to our customers.
Several marketing trends are worth following in 2021 in the B2B domain.
As digital marketing trends continue to evolve, Altimeter provides an overview of results following a survey of senior digital marketers. The findings outline current and future areas of focus for digital marketers.
Hear from Erich Joachimsthaler, ISBM Fellow and CEO & Founder of Vivaldi where he talks about the new interaction field business model and how brands can create smart growth for shared value and social benefit in today’s changing business environment. A replay of the Oct 15th webinar event is available.
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