ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
With numerous levers available to B2B CMOs with a revenue growth focus, six key actionable items have emerged from a large-scale survey.
While expanding business offerings to attract B2B buyers can untap a new lucrative market, companies must consider the unique challenges inherent in serving B2B customers online.
B2B firms wishing to acquire additional revenue from aftermarket products and services must consider the impact of five key “levers” that they control.
While industrial OEMs face significant challenges when designing improved customer experiences, following several key principles can provide meaningful progress.
As investments in e-commerce channels by B2B firms continue to rise, several misconceptions about e-commerce may still need to be dispelled.
Integrating multiple channels into an effective omnichannel approach will require B2B firms to consider five key factors.
This presentation is on two B2B Handbook Chapters: Branding in B2B Firms (Kevin Lane Keller & Philip Kotler) and B2B E-Commerce (Venkatesh Shankar) on November 19, 2021.
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