ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
Just as agile decision-making kept many B2B technology providers afloat during the pandemic, it may also propel them during uncertain economic conditions in the near future.
As economic conditions worsen, B2B firms must consciously reallocate resources to high-performing areas.
Video advertising is a tool that savvy B2B firms should consider utilizing even more in 2023.
As more and more buyers opt to utilize firm-generated content online over traditional in-person information gathering with salespeople, crafting engaging content is more important than ever.
B2B buyer behavior has changed radically over the past few years, requiring firms to develop increased selling sophistication.
This PhD seminar, taught by Dr. Venkatesh (Venky) Shankar will review the foundations, major contributions, and recent developments in business-to-business (B2B) digital marketing through selected readings on different topics such as B2B digital strategy, e-commerce, channels, supply chain, social media, mobile, and analytics. The emphasis will be on frameworks of B2B digital strategy and marketing and emerging research in this domain. The seminar will review both established, as well as, new themes in this domain, and discuss their principles and implications. The analysis and discussion will provide participants with new ways to think about B2B digital marketing. In addition, a principal purpose is to generate new ideas, new research topics, and new applications for existing B2B digital marketing problems. The seminar in itself will not teach participants research methodologies but will facilitate their learning of methodologies. It will introduce the application of new methods such as Natural Language Processing (NLP) for B2B data. Participants are expected to fully get into the research rigor of the readings and research ideas.
It will consist of eight sessions of 120 minutes. Sessions will be held on Wednesdays from 11:00AM – 1:00PM ET beginning February 15, 2023.
Please follow the Admission Procedure (https://isbm.org/admission-procedure/) when registering for this Course.
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