ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
To succeed in new product development, the role of operations should be emphasized.
Although a strong partnership between the CEO and the CMO can drive growth, there are three key sources of friction that organizations must first overcome.
A recent survey of ISBM member firms revealed that AI adoption is poised to grow.
As B2B advertising budgets continue to rise, marketers will have more resources than ever to target specific audiences.
Although they are less widespread than B2C platforms, B2B platforms can succeed by focusing on three key considerations.
Although B2B sellers frequently offer discounts to targeted buyers, they may unknowingly be sacrificing profit from other buyers.
B2B outperformers in tech and telecom industries go to market more effectively than their competitors by focusing on four key areas.
The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
B2B marketers can optimize their short-term resource allocation in four key ways during economic downturns.
The digitization of B2B selling opens unprecedented international opportunities if accompanying paid search strategies are localized.
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