ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Over 60% of organizations report plans to increase technology spending in 2024.
According to Forrester, younger and older B2B buyers have different decision-making processes and sources of value.
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 firms project increased spending in a variety of industries, notably cybersecurity.
B2B event marketing can be improved through the use of artificial intelligence.
By meticulously mapping a customer’s buying journey, B2B companies can enhance customer experiences.
Generative AI is a powerful tool that requires guidelines, careful data considerations, and human connections.
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.
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