Corporate strategy – Page 5

Outlook for B2B Marketing: A Market in Transformation

Although B2B marketing expenditures are expected to continue to grow over the next five years, the ways in which firms intend to spend their budgets vary significantly.

August 27, 2023

In B2B, Being Good Is Good for Business

B2B buyer preferences continue to shift in favor of suppliers who practice societally “good” business.

August 20, 2023

Leading Practices: Iterative Cycles Enable Rapid Delivery of Complex, Innovative Products

Leading companies producing complex and innovative cyber-physical products follow a three-phased process.

August 13, 2023

The eB2B Opportunity for Consumer-Packaged-Goods Manufacturers

The rise of eB2B retailers opens up an exciting opportunity for collaboration with CPG manufacturers.

August 6, 2023

Capturing the Opportunity in B2B Services – A Pathway to Better Returns

As the demand for B2B services grows, so do the challenges for new entrants providing them.

July 23, 2023

Forrester Unveils Customer-Obsessed Growth Engine at its B2B Summit

The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.

July 16, 2023

Making Sense of Influencer Marketing for B2B Brands

By 2035, more buyers will become aware of brands through influencer marketing than via traditional search engines. Many B2B firms are preparing for this shift.

July 2, 2023

Customer Journey Management Capability in Business-to-Business Markets: Its Bright and Dark Sides and the Overall Impact on Firm Performance (Homburg and Tischer 2023)

Although effective customer journey management can increase firm performance, how it is achieved can be costly.

June 25, 2023

The B2B Marketing Benchmark: A Global Look at the State of B2B Marketing

A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.

June 19, 2023

B2B Sales Teams Can’t Afford to Ignore Midsize Customers

Although the financial footprint of midsize B2B customers is large, making headway with them requires a revised approach.

May 28, 2023

ISBM Pulse: Corporate strategy

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