B2B brand trackers are a core part of what we do, and many of these trackers have been running for years. The core questionnaires tend to remain the same, the methodology is proven, and we apply a robust set of quality controls tailored to each study ...
At B2B International, we literally wrote the book on B2B customer experience. Delivering a satisfying experience to customers across their journey with you is critical for long-term loyalty and lifetime value1, but approaching customer experie ...
B2B buyers have never had more ways to evaluate potential suppliers. They can ask AI tools for recommendations, consult peer networks, consume thought leadership, read reviews and compare competitors long before they ever speak to a salesperson. Yet ...
Why value matters more than cost Many organizations think they lose deals in procurement. In reality, they often lose them much earlier. By the time procurement becomes involved, buyers have usually spent months evaluating suppliers, building interna ...
For many years, pricing research in B2B markets was relatively straightforward. A product was defined, buyers were asked what they would be willing to pay, and established methodologies helped identify an acceptable pricing range. The challenge was l ...
What you cover in value proposition research depends, in part, on how developed your proposition already is. Creating something entirely new will naturally feel like a broader exercise than testing refinements to an existing product or service. The t ...
In B2B, most propositions don’t fail because they’re fundamentally wrong. They fail because they’re unclear, undifferentiated, or disconnected from what customers actually value. Too often, organizations define their proposition through an inte ...
“Premium” is a term that is widely used, particularly in Western markets, where “premium positioning” has long served as a strategy to escape price-based competition and clearly differentiate from lower-cost providers. Today, however, premium ...
In marketing, we talk a lot about brand, innovation, and creative – and rightly so. These are the juicy elements that grab buyers’ attention. But in my experience, we talk much less about pricing – yet it is just as important, and a cri ...
In B2B research, sample sizes often look modest compared to the large volumes seen in consumer studies. For those used to running research with thousands of respondents, encountering an “n=100” or – shock horror – “n=30” in B2B ca ...
