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Navigating the Future of Product Innovation: Insights from Dr. Robert G. Cooper

February 15, 2024

The quest for innovation is not just a pursuit, but a necessity for manufacturers aiming to thrive.At the Institute for the Study of Business Markets (ISBM), we are consistently exploring ways to guide businesses toward success in this dynamic environment. A recent groundbreaking study by Dr. Robert G. Cooper, titled...

9 Lessons from the Best Demand Generation Campaigns

February 8, 2024

Demand generation campaigns stand out as a cornerstone strategy for businesses seeking to carve a niche in their respective markets. These campaigns are more than just a tactic to attract attention; they are a multifaceted approach to building long-term customer relationships and driving sustainable growth. In this blog post, we explore...

Are You On Top of Digital Marketing Trends for 2024?

February 1, 2024

In today's fast-paced business environment, staying competitive is crucial for success. Digital marketing trends play a pivotal role in this arena, offering innovative ways for businesses to connect with their audiences, enhance brand visibility, and drive growth. Understanding and leveraging these trends can be the difference between thriving and merely surviving...

ISBM Report of Member Firms’ Use of AI in New Product Development

January 25, 2024

In the dynamic world of business, staying ahead of the curve is paramount. One of the most pivotal innovations in recent years is Artificial Intelligence (AI). Its potential to reshape industries and redefine operational efficiencies is undeniable. New Product Development (NPD) stands at the forefront of this transformation, with AI promising...

How to Define and Measure Effectiveness in B2B Marketing

January 18, 2024

Effective B2B marketing execution is the lifeblood of businesses aiming to thrive in the competitive landscape of the corporate world. It's the pivotal force that drives growth, facilitates relationships, and ensures that marketing efforts translate into tangible outcomes. Yet, understanding and achieving this elusive concept of "effectiveness" in B2B marketing is...

The Handbook of Social Media Marketing for B2B

January 15, 2024

Social media marketing for B2B has firmly established its foothold in the digital landscape.Recent data highlights its significance, revealing that a staggering 83% of B2B marketers are harnessing the power of social media advertising, making it second only to search engines in usage. The potential benefits are vast, ranging from nurturing...

B2B Marketing: 13 Forward-Looking Insights for 2024

January 4, 2024

B2B marketing in 2024 is a landscape of rapid evolution and innovation. As companies strive to adapt to the ever-changing demands of the business world, the importance of staying ahead of the curve has never been more crucial.  In this context, insights from thought leaders like Christopher Penn, renowned for...

9 Secrets of Using ChatGPT in B2B Marketing

December 14, 2023

Have you considered the power of ChatGPT to amplify lead generation and boost your revenue? With the B2B realm becoming increasingly competitive, businesses are on the hunt for innovative solutions to enhance their marketing strategies and foster deeper customer interactions. Enter ChatGPT: A cutting-edge artificial intelligence platform that's been making...

7 Ways AI and Marketing Are Evolving Together

December 7, 2023

Marketing has always been a dynamic field, constantly evolving with technological advancements and changing buyer behaviors. Among the myriad of innovations, Artificial Intelligence (AI) stands out as a game-changer set to redefine the very fabric of marketing strategies.A recent study by McKinsey underscores this sentiment, highlighting that marketing, in tandem...

The ISBM Guide to Digital Advertising

November 30, 2023

In the digital age, businesses are constantly seeking effective ways to reach their target audience and drive conversions. One of the most powerful tools in a marketer's arsenal is Search Engine Optimization (SEO). SEO tactics are essential for digital advertising as they help businesses rank higher on search engines, making them...

Focus On These 4 Capabilities To Thrive

November 23, 2023

In the world of marketing, there are organizations who merely follow the tide, and then there are the Value Creators: the speedboats racing to the horizon. While these standout organizations excel in numerous ways, it's important to note that even they, alongside their peers, have access to many strategies that help...

6 Areas Where the Value Creator Marketing Persona Excels

November 16, 2023

In the realm of marketing, there exists a distinct group known as the Best-in-Class Marketing organizations, or the "Value Creators." These elite entities stand out, particularly in Results-driven organizational cultures, where Steward leadership styles are dominant. Steward leaders focus on taking care of resources, fostering a culture of responsibility, and ensuring...

5 Takeaways for Effective Marketing from Marketing Performance Management Research

November 9, 2023

In today's competitive landscape, it is up to marketers to consistently prove their worth and deliver tangible results. A staggering 78% of CEOs today anticipate their Chief Marketing Officers (CMOs) and their respective teams to be the primary drivers of growth within their organizations. With an increasing emphasis on linking performance...

How to Accelerate Your Go-To-Market Strategy

November 3, 2023

Introducing a new product or revising the approach for an existing one presents a common challenge: ensuring that your company connects with the right audience at the right time. With careful planning and the development of a robust go-to-market strategy, you can sidestep the pitfalls of targeting the wrong audience. By...

The Definitive Guide to B2B Content Marketing

October 26, 2023

In recent years, the way businesses communicate and engage with each other has undergone a significant transformation. While traditional marketing methods still hold value, there's a rising star in the realm of business outreach: B2B content marketing. This approach isn't just about selling a product or service; It's about forging meaningful...

Visual Cues in Marketing: Insights from Data Science

October 19, 2023

In the digital age, where attention spans are dwindling and competition is fierce, businesses are constantly seeking innovative ways to capture and retain the attention of their audience. One method, often overlooked yet incredibly effective, is the use of visual cues in marketing. With the integration of data science, these cues...

The 1-2-3 Guide to Omnichannel Marketing [Updated for 2023]

October 12, 2023

In B2B marketing, staying ahead of the curve is more than just a goal—it's a necessity. As we navigate the complexities of 2023, one term consistently emerges as the linchpin of modern strategy: omnichannel marketing.But what does it mean in today's context? How can businesses harness its power to drive...

How to Generate Sales Leads in Every Situation Ever

October 5, 2023

In the B2B market, lead generation is often the lifeblood of success. Yet, 61% of marketers still identify generating sales leads as their biggest challenge. The key is to understand that it’s not just about generating a high volume of leads—it's about generating high-quality leads. These are the leads that have...

Do You Know Your Buyer’s Journey Inside Out?

September 28, 2023

The secret to understanding your customers is to know your buyer’s journey, inside and out. The buyer's journey is a fundamental concept in B2B marketing and sales that describes the three-stage process a customer goes through before they decide to make a purchase. Understanding this process allows businesses to align their marketing...

How to Create Innovative Customer Experiences

September 21, 2023

In the world of business, there's a fundamental truth that underpins every successful venture: Without buyers, there would be no business. Buyers are the lifeblood of any organization, driving growth, profitability, and long-term success. This is especially true in the B2B sector, where relationships are often complex, long-term, and high-stakes.To...

Everyday VOC: How To Capture B2B Customer Insights

September 14, 2023

In an ideal world, market needs would transition smoothly from the minds of your customers straight to your R&D department. But the reality is that valuable B2B customer insights often get lost or filtered out along the way. The good news is that by turning your sales force into a learning...

How to Combat Commoditization with Marketing

September 7, 2023

In a world where products and services are increasingly seen as mere commodities, B2B businesses face a daunting challenge – how to stand out in a sea of sameness. The pursuit of lower prices has led to a marketplace where buyers base their purchasing decisions solely on cost, leaving organizations grappling...

What Is Your CRM Process and Is It Working for You?

August 31, 2023

Managing your customer relationships with an effective CRM strategy is more important now than ever. This is particularly true in the B2B markets, where each client can represent a significant portion of your company's revenue.As of 2023, the CRM industry is valued at a staggering $65.59 billion, with the market...

The What, Why and How of Product Marketing

August 24, 2023

A robust product marketing strategy is crucial to the success of a product. Yet, less than half of product marketers fully understand their audience, turning their organization’s product marketing into a guessing game. Effective product marketing helps build relationships, deliver value, and ultimately, drive business growth.  In this post, we’re discussing the...

How to Nail Outbound Marketing in 2023

August 17, 2023

Despite the buzz of trending digital marketing tactics, one traditional approach continues to hold its ground: outbound marketing. This tried-and-true method, characterized by businesses initiating the conversation with their audience, has been a staple in the marketing mix for decades.But as the digital age evolves, so does the landscape of...

How Chief Growth Officers Drive Growth Through Customer Experience

August 10, 2023

By Laura Patterson Today’s highly competitive business environment is driven by the always-moving customer-centricity goal post. So, achieving sustainable growth requires more than just increasing revenue or market share. It requires creating customer value which in turn requires a customer-centric approach. Organizations that strive to be customer-centric and create customer...

The 1-2-3 Guide to B2B Customer Segmentation

August 3, 2023

In the dynamic world of B2B business, understanding your customers is not just an advantage—it's a necessity. But how can you navigate the vast ocean of customer data to find meaningful insights? The answer lies in a powerful strategy known as customer segmentation.Customer segmentation is a strategic practice used in...

What Is the Value of Marketing in a B2B Company?

July 27, 2023

Marketing serves as the secret ingredient that fuels growth, elevates brand reputation, and drives sustainable growth. But what exactly is the value of marketing in a B2B context? How does it shape the destiny of companies, forge enduring customer relationships, and unlock untapped opportunities?From understanding customers to measuring ROI, we’re...

Why Every Business Needs A Better Growth Plan

July 20, 2023

According to the recent Business Roundtable survey, growth continues to be challenging in the Post-Covid Era. As we all know, growth is a necessity for a business, if you want to stay ahead of your competition; they are not standing still.First, let’s address the required elements of best-in-class growth plans....

7 Key B2B Marketing Trends You Need to Ride

July 13, 2023

Do you want to position your B2B brand for success, forge stronger connections with your audience, and navigate the ever-changing marketing landscape with confidence? Understanding and capitalizing on B2B marketing trends can allow your company to unlock new opportunities, enhance customer engagement, and drive meaningful business outcomes.As the world of...

5 B2B Marketing Competencies Your Company Needs to Develop

July 6, 2023

Are your business’s B2B marketing competencies strong enough to stand out in the competitive marketplace? With so many competencies to master, it can be challenging to know where to start. Developing your business’s competencies requires a strategic approach and a deep understanding of customer needs, preferences, and behaviors. By perfecting B2B...

How to Improve Marketing Performance: The A to Z Guide

June 29, 2023

Are you struggling to improve your B2B company's marketing performance? Marketing performance is a critical metric that measures the effectiveness of your marketing activities in contributing to your B2B firm's success, making it crucial for companies that want to stay ahead of the curve and achieve long-term success. In this A...

Are Gated Content Campaigns Good for You?

June 22, 2023

Are gated content campaigns the right choice for you and your B2B business? B2B marketers are always exploring new strategies to engage their target audience, generate leads, and establish a strong online presence– and gated content has quickly become a popular choice. Gated content leverages high-value content behind a "gate"...

A Closer Look at the B2B Marketing Funnel Stages

June 15, 2023

If you're a B2B marketer, then you know perfecting your business’s B2B marketing funnel stages are critical to success. Effective B2B marketing funnels allow businesses to navigate their buyers' journey, and design marketing strategies that convert potential buyers into loyal customers.In this blog post, we're diving into each stage of...

There’s Always a Story in B2B

June 8, 2023

By Ardath Albee Recently, I had an executive tell me that what the company sells is too technical, complex, and “cutting-edge” to use as the basis for a story. Then the executive went on to tell me that some solutions they sold could accommodate a business narrative, like efficiency and...

Are You About to Be Blind-Sided? Expanding Your Focus Can Reveal Valuable Insights

June 1, 2023

By Dr. Liam Fahey, ISBM Academic FellowWhen your brand is the market leader, it may seem like the best strategy is to simply stay the course and reap the profits.  But you could be at risk of being blind-sided by forces that aren’t even on your radar now. That’s where a...

Breaking Out of Your Analysis Rut: Take a Fresh Approach to Reach “Aha!” Insights

May 26, 2023

Most marketing departments assess their market position based on a standard set of their “greatest hits” reports, routinely tracking the same metrics such as market share, profit margin, and competitive position.  But by focusing on a limited set of market indicators you will certainly miss new opportunities and threats that...

Customer Effort Score: A Leading Indicator of Competitive CX

May 18, 2023

The customer expectation bar is always rising. To maintain or increase your competitive advantage you need to understand how hard or easy it is for your customers to do business with you. The degree of ease greatly impacts their perception of the overall customer experience and impacts customer satisfaction, retention,...

How to Define and Develop Marketing Capabilities

May 11, 2023

Many B2B companies struggle to define and develop marketing capabilities, often due to a lack of resources or a focus on other areas of the business. As a result, they struggle to compete in a crowded marketplace and may fail to reach their full potential. Does this sound like your...

What Does B2B Digital Transformation Mean for Your Organization?

May 4, 2023

You’ve been running the same digital marketing processes for years, making minor tweaks in an effort to keep up your competitors. Is your growth stalled? If so, it’s time to consider a digital transformation. Your competitors, both big and small, are welcoming a new generation of digital marketing platforms and tools...

Agile Marketing: Everything You Need To Know

April 27, 2023

In recent years, the term “Agile marketing” has become an industry buzzword, and effectively transformed the performance of marketing teams of all shapes and sizes. Beginning in the 1990s with software development, an Agile approach to goal achievement has revolutionized the way both software developers and marketing professionals are doing...

Assessing Your Pricing Maturity Model in 2023

April 20, 2023

Where does your company’s pricing strategy fall on the Pricing Maturity Model? If you’re unsure, you may be sacrificing an opportunity to maximize your business’s profits. Pricing for value is a key element of the selling process.  Along with pricing methods, your company should also focus on understanding and communicating your...

What’s A B2B Competitive Analysis and How to Conduct One

April 14, 2023

Do you remember the last time your company performed a comprehensive B2B competitive analysis? And more importantly, did you perform each step effectively to find accurate, helpful direction? If you’re unsure or not exactly proud of your answer, we’re here to help. This is your reminder that B2B competitive analysis...

The Why and How of Working With B2B Influencers

April 11, 2023

Companies of all shapes and sizes are turning to influencers to earn more exposure and convert their target audiences. Even if you’re a B2B company, you can reap the benefits of influencer marketing, too. In a world so saturated with advertisements, decision makers become skeptical of company marketing tactics and...

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