ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
Although many firms desire complete knowledge of all of their customers, proficiency in marketing measurement distinguishes those who succeed.
A recent survey of B2B buyers revealed their preferences for content type, delivery, and timing.
In a recent study, B2B customers expressed strong preferences in self-service and collaboration with sellers.
Chatbots are not only increasingly used in B2B industries to generate leads, but also have been associated with improved conversion rates.
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