Why Customer Experience Matters for B2B
The B2B companies that focus on providing effective digital customer experiences will reap the rewards of an increasingly online B2B buying process.
ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to
The B2B companies that focus on providing effective digital customer experiences will reap the rewards of an increasingly online B2B buying process.
While B2B suppliers often feel that they must compete on price alone, they have an ability to extract a higher price from their B2B customers and provide greater customer value by focusing on all of the offerings that they provide.
This presentation is from Kiran Pedada, Assistant Professor of Marketing and a BAT Research Fellow at the Indian School of Business (ISB).
This presentation is from a former ISBM Doctoral Support Competition Winner, Yael Karlinsky Shichor. Yael is currently an Assistant Professor of Marketing at Northeastern University.
During this 1 hour webinar, Yael presents her research “Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach” for about 30 minutes, followed by comments and feedback from the discussant, Olivier Rubel from the University of California Davis. The remainder of the time is spent on Q&A between the attendees and the presenter.
This presentation is from a former ISBM Doctoral Support Competition Winner, Ljubomir Pupovac. Ljubo is currently a Lecturer from UNSW Business School. His research work is titled “Customer Concentration and Firm Performance – Insights From A Cross-Disciplinary Meta-Analysis”. During this 1 hour webinar, the presenter discusses their research for about 30 minutes. Then, a discussant spends 10-15 minutes providing feedback on the research, followed by Q&A. The session discussant is Rajkumar Venkatesan from the University of Virginia.
This presentation is from a former ISBM Doctoral Support Competition Winner, Minkyung Kim from UNC Chapel Hill. Her research work is titled “A Structural Model of a Multitasking Salesforce: Multidimensional Incentives and Job Design”. During this 1 hour webinar, the presenter discusses their research for about 30 minutes. Then, a discussant spends 10-15 minutes providing feedback on the research, followed by Q&A. The session discussant is Murali Mantrala from the University of Kansas.
Sales negotiation over email exchanges between sellers and buyers (e-negotiation) is increasingly common in B2B sales. The use of influential tactics as textual cues in emails to manage buyers’ attention significantly affects sales outcomes. To test the effectiveness of influential tactics in e-negotiations, the authors of this study analyze seller-buyer emails over a two-year period part of 40 e-negotiations, along with other data sources and a controlled experiment. In an era where remote working is more prevalent than ever, e-negotiations are more important than ever. It underscores the relevance of this research.
When responding to a Request for Proposal (RFP) in both the public and the private sector, suppliers’ access to buyers is often restricted due to law and informal rules of engagement. The authors term these buyers ‘barricaded buyers’. Despite having limited access to these individuals, suppliers can still increase their competitiveness and selection likelihood when selling to barricaded buyers.
B2B buyers are not longer “information seekers” but have become “super experts”. This Harvard Business Review article explains how B2B sellers need to align their selling approach to the buyer who is increasingly independent and highly informed. Smart sellers will find a solution that is consistent yet customized.
This session of Marketing in Uncertain Times Town Hall focuses on skills, tips, and tools you can use to thrive in our new remote environment and stay engaged and build rapport when you can’t be face-to-face. Hear from expert panelists Jip Inglis, Ascension Growth & Innovation Strategies, Steve Hurley and Matt Leary, Solutions Insights, Inc. with moderator/ISBM Executive Director, Lynn Yanyo. A replay of the event is available.
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