ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
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.
Across several product categories, the importance of B2B brands in driving sales continues to grow.
By meticulously mapping a customer’s buying journey, B2B companies can enhance customer experiences.
Generative AI is a powerful tool that requires guidelines, careful data considerations, and human connections.
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