ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
For B2B marketers, investments in channel relationships are a key area of focus in 2023.
In a recent study, B2B customers expressed strong preferences in self-service and collaboration with sellers.
In an increasingly customer-driven world, firms must effectively engage in lifecycle revenue marketing.
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.
In B2B industries, reducing customer purchasing effort can be a key contributor to future growth.
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.
With consumers increasingly preferring self-guided purchase journeys, producing engaging firm-generated content has become more important than ever.
An effective B2B software as a service marketing strategy is comprised of purposeful actions at four key stages.
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