ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
Although AI possesses the potential to assist in the NPD process, implementation rates are often low.
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.
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