ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
B2B firms that implement genAI into their go-to-market functions successfully augment, automate, reimagine workflows, and drive transformational change.
Raising brand awareness and top of funnel performance has been the most important factor in determining future strategy for B2B marketers in 2024.
Companies can benefit from emphasizing the benefits they provide along with the products they sell.
The B2B SaaS sector is predicted to continue growing, with human resources being the top growth segment.
Successful B2B companies seamlessly implement omnichannel customer experiences.
93% of customers think that influencer marketing helps achieve business goals.
In a recent report, marketing outperformed blogs, customer success stories, and case studies.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
Effective frontline marketing will require B2B sellers to consider customer revenue lifecycles.
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