ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Over one-third of B2B buyers are willing to change suppliers today if their sustainability needs are not met.
Raising brand awareness and top of funnel performance has been the most important factor in determining future strategy for B2B marketers in 2024.
There is a tremendous gap between C-suite perceptions of sales and marketing alignment and that of professionals across both functions.
Companies continue to increase the number of ways they use genAI to personalize buyer experiences.
By 2025, 80% of B2B sales transactions may take place online, with many buyers preferring to take their own circuitous routes when making purchases.
The B2B SaaS sector is predicted to continue growing, with human resources being the top growth segment.
Although buyers increasingly report prioritizing sustainable products and services, they are often underwhelmed by seller offerings.
McKinsey & Company has identified 15 technology trends for 2024.
Companies are investing more in B2B events, with an increased emphasis on smaller, in-person gatherings.
To make the case for sustainable business processes, managers can take one of three approaches.
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