ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Raising brand awareness and top of funnel performance has been the most important factor in determining future strategy for B2B marketers in 2024.
There is a tremendous gap between C-suite perceptions of sales and marketing alignment and that of professionals across both functions.
Generative artificial intelligence could facilitate over $1 trillion in additional productivity across sales and marketing functions.
Companies continue to increase the number of ways they use genAI to personalize buyer experiences.
By 2025, 80% of B2B sales transactions may take place online, with many buyers preferring to take their own circuitous routes when making purchases.
The B2B SaaS sector is predicted to continue growing, with human resources being the top growth segment.
Successful B2B companies seamlessly implement omnichannel customer experiences.
Demand squads can help create agile cross-functional teams comprised of marketing, sales, and customer success personnel.
B2B brand investments can attract purchasers and lower customer churn.
B2B e-commerce reached $23.4 trillion in global sales last year.
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