The Growing Importance of Audience Data in B2B Marketing
As B2B advertising budgets continue to rise, marketers will have more resources than ever to target specific audiences.
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
As B2B advertising budgets continue to rise, marketers will have more resources than ever to target specific audiences.
A recent survey of B2B marketers revealed that both budgets and the use of AI are expected to grow in the coming years.
Chatbots are not only increasingly used in B2B industries to generate leads, but also have been associated with improved conversion rates.
Video advertising is a tool that savvy B2B firms should consider utilizing even more in 2023.
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.
In this presentation, Amy Balliett the CEO of Killer Visual Strategies and leading expert in visual communication, will shed light on the subtle visual elements that could drastically impact user experience, customer conversions, and product flow. She’ll share how to plan for future expectations while grounding your work in the unmovable constants that fuel our own psychological response to experience design and marketing.
The COVID-19 crisis affects many functions of an organization. Focusing on messaging, Godfrey formulated advice on how to adapt communication. Varying from email campaigns to (virtual) sales calls and social media plans, both content and tone require attention. The advice has been summarized by five tips.
B2B marketing and communication is a child of the industrial revolution, i.e., sell what you can make to anyone you can find. Thus the marketing focus has been on outbound systems, customer acquisition, lead generation and sales force support. Technology, customers, competitors, the rise of brands and today’s global and networked organizations, all have changed how B2B marketing must be planned, developed and conducted. This chapter focuses on the need for shared value creation, a new service orientation, viewing customers as assets and income flows, marketing activity consumption and reciprocity as the drivers of B2B in the transformational marketplace.
This chapter aims to offer better understanding of several important topics relating to B2B e-commerce. These issues include B2B electronic data interchange (EDI ), extranet, B2B exchanges or e-marketplaces and international B2B e-commerce. This chapter covers these issues in the B2B environment by providing an overview of e-commerce in the B2B environment according to an organizing framework. The essentials of e-commerce in B2B markets are reviewed. Further, summaries are offered about what is known about EDI , extranet, B2B exchange and international B2B e-commerce. To conclude, implications for researchers and practitioners are outlined.
The explosion of web-based buying alternatives is ratcheting up channel conflict for many sales organizations. Unauthorized reseller activities can destroy brand equity, generating disaffected customers and bad online reviews, while alienating authorized channel partners. These issues aren’t new, but virtually every distribution intensive B2B sales organization will face these issues online. This presentation covers strategies for confronting unauthorized, sometimes anonymous, third parties marketing their goods in competition with trusted partners and present case study examples of successful tactics and MAP implementation across offline and online channels.
© 2024 ISBM – Institute for the Study of Business Markets
484 Business Building
University Park, PA 16802
Phone: 814-863-2782
Fax: 814-863-0413
Email: ISBM@psu.edu
© 2020 ISBM – Institute for the Study of Business Markets