ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
By 2035, more buyers will become aware of brands through influencer marketing than via traditional search engines. Many B2B firms are preparing for this shift.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
Although the financial footprint of midsize B2B customers is large, making headway with them requires a revised approach.
Although many firms desire complete knowledge of all of their customers, proficiency in marketing measurement distinguishes those who succeed.
A recent survey of B2B buyers revealed their preferences for content type, delivery, and timing.
Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.
B2B companies that are thriving are more likely to be on the cutting edge of five key trends.
Although growth can come from securing new contracts and partnerships, reinforcing existing customer relationships is imperative.
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