ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Demand centers can provide a valuable service for B2B marketers, but their adoption often requires a redefinition of sales and marketing team roles within organizations.
Instead of opting for a one-size-fits-all approach to value-based selling, firms may be better served by adopting product-, customer process-, or performance-centric approaches.
A recent survey of 500 senior B2B leaders revealed three key insights related to growth objectives post-pandemic.
Platform-level buyer protection insurance can not only increase purchases from buyers, but also, accelerate customer acquisition for sellers.
A new B2B selling environment in which buyers prefer remote interactions and self-service necessitates a new approach to lead generation.
New developments in consumer tracking online will require innovative approaches from B2B marketers.
Can you document your lead generation from social media? Beyond awareness, can you measure the financial impact from social media engagement? Brian Graves shares the examples and tangible successes from a dedicated, consistent social media program at Romeo Rim.
Improving the B2B buying experience can reap significant rewards for digitally savvy firms.
B2B companies must consider whether volume discounts are necessarily for all buyers.
Several marketing trends are worth following in 2021 in the B2B domain.
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