The B2B Buyer’s Journey Isn’t Linear
Although it has long been accepted that business-to-business (B2B) buyers have longer buying cycles than business-to-consumer (B2C) customers, B2B buying cycles may be longer than ever. Almost...
View ArticleSeven Ways to Use GenAI for B2B Personalization
Forrester recently reported that 82% of global business-to-business (B2B) marketing decision-makers expect personalized sales experiences, with 75% considering an immediate response to their questions...
View ArticleAn Unconstrained Future: How Generative AI could Reshape B2B Sales
In a recent article by McKinsey & Company, Lareina Yee, Richelle Deveau, and Steve Reis provide an overview of several ways in which generative artificial intelligence (gen AI) will continue to...
View ArticleThe Truth About B2B Sales and Marketing Alignment
In a recent article by Forrester, John Arnold revealed an important insight from his recent research: sales and marketing alignment in business-to-business (B2B) organizations is concerning....
View ArticleSeven Reasons to Strengthen Your Customer Benefits Focus
Allen Weiss and Deborah J. MacInnis outline a common mistake by companies: focusing on the products they create instead of the benefits they provide. The authors argue that most of the strategic...
View ArticleBrand has “never been more important in B2B marketing”
Recent research by Dentsu highlights that although demand generation and converting leads was the third most important future strategy for business-to-business (B2B) marketers in 2021, it takes seventh...
View ArticleSeven Reasons There’s a B2B Buy-Sell Gap on Sustainability
A recent study by Bain & Company shed additional light on the gap between business-to-business (B2B) buyers and sellers on the topic of sustainability. As a previous ISBM B2B Pulse post outlined,...
View ArticleEco-State-Gate: Building Sustainability Into Product Innovation (Cooper 2024)
A recent article by ISBM Distinguished Research Fellow Robert G. Cooper provides an overview of how a focus on sustainability can be incorporated into the new product development (NPD) process. Cooper...
View ArticleAI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators...
A recently published study by Arora, Chakraborty, and Nishimura (2024) explores how large language models (LLMs) can be used as collaborators for marketing research. The interface between LLMs and...
View ArticleGenAI and the Path to Profit in B2B Sales
An article by Phillip Andersen, Basir Mustaghni, Bryan Gauch, Matt Ward, and Audrey Hawks of Boston Consulting Group outlined how generative artificial intelligence (genAI) can be employed successfully...
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