ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
In B2B markets, marketing and sales efforts are often misaligned, leading to losses in revenue and greater customer churn.
B2B marketers can optimize their short-term resource allocation in four key ways during economic downturns.
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
The digitization of B2B selling opens unprecedented international opportunities if accompanying paid search strategies are localized.
Although B2B marketing expenditures are expected to continue to grow over the next five years, the ways in which firms intend to spend their budgets vary significantly.
The rise of eB2B retailers opens up an exciting opportunity for collaboration with CPG manufacturers.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.
In both favorable and unfavorable market conditions, B2B firms that embrace growth analytics are better poised for success.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
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