Preventing price pressure
As one of the two objectives in B2B marketing, the task of preventing price pressure has a lot to do with communication.
In terms of the Five Factors of Value, Price is ranked as the least influential of the five B2B buying motivators. It’s also the component of Value with the most straightforward definitions: Competitive, Rational [...]
Outcomes make the difference: differentiate or die…
Just as no two individuals are the same, no two companies are the same. We are all different.
As individuals, we are not necessarily very good at describing ourselves. Because we often take them for granted, we tend to think that our experience, abilities and skills are either somehow self-evident or not particularly significant to those [...]
B2B marketing is about buying: What? How? Who?
Marketing is not about selling. Marketing is all about buying:
What are customers buying?
How does buying contribute to their success?
Who is buying?
These are the must-knows that determine tactics in B2B marketing. Cultivating consistent customers and preventing price pressure – CCC & PPP - provide the strategic direction, but What-How-Who drives implementation.
1. WHAT are customers buying?
Customers [...]
