ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
In a recent report, marketing outperformed blogs, customer success stories, and case studies.
Although self-service buying is increasingly important, fewer than half of B2B sales leaders consider selling digitization to be a priority.
Firms can evaluate the state of their B2B relationships by measuring customer health.
AI experimentation is a key driver in strong revenue growth for B2B software firms.
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.
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