Recent times have been tough for b2b marketers in North America. The worldwide economic crisis and the rise of e-commerce and low-cost competition have put huge pressures on margins. This had led many businesses to accept that prices have to be reduced and profits diminished.
However, this doesn’t have to be the case as the needs and requirements of decision makers are now more sophisticated than ever. We have seen a shift in many B2B markets – price buyers now make up the minority, with value buyers making up the rest. Value buyers are becoming increasingly more discerning, expecting far more from suppliers and vendors than ever before. This provides a great opportunity for smart businesses to differentiate themselves through value marketing and value selling.