ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
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.
B2B event marketing can be improved through the use of artificial intelligence.
Frontline marketers will experience the future of artificial intelligence in three phases.
Forrester makes five predictions relevant to B2B marketers for 2024.
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.
The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
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