ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
B2B marketers can optimize their short-term resource allocation in four key ways during economic downturns.
While developing keyword targets is challenging in B2B industries, several publicly-available sources can provide valuable suggestions.
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
The digitization of B2B selling opens unprecedented international opportunities if accompanying paid search strategies are localized.
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.
As the demand for B2B services grows, so do the challenges for new entrants providing them.
The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.
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.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
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