ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although investments in systematic marketing increase firm valuation for early stage B2B start-ups, recent research finds that fewer than half choose to invest in it.
Improving your brand as an employer requires emphasizing several internal and external processes.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
Effective frontline marketing will require B2B sellers to consider customer revenue lifecycles.
In a new generation of B2B selling, successful companies effectively employ three key tactics.
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.
By meticulously mapping a customer’s buying journey, B2B companies can enhance customer experiences.
To more effectively measure marketing’s impact, B2B organizations must be aware of five key insights.
Generative AI is a powerful tool that requires guidelines, careful data considerations, and human connections.
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