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.
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.
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.
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