ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although B2B advertising is generally perceived as more rational than emotional, brands are seeing benefits to emphasizing emotionality.
Over 60% of organizations report plans to increase technology spending in 2024.
Although investments in systematic marketing increase firm valuation for early stage B2B start-ups, recent research finds that fewer than half choose to invest in it.
According to Forrester, younger and older B2B buyers have different decision-making processes and sources of value.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
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 telecom growth will come in four key areas: broadband, enterprise network solutions, enterprise communication services, and 5G.
B2B thought leadership is an increasingly effective way to demonstrate value to customers.
B2B event marketing can be improved through the use of artificial intelligence.
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