Who doesn’t enjoy a game, right? You have been invited to join the ‘B2B Elements of Value® workshop. Before we can start with our game, we would like input from you as we believe your skills, expertise and know-how will help us to define our optimal mix of value elements.
Every once in a while, you stumble upon something great. Something fundamental that helps you see your professional world – in our case B2B marketing – a bit more clear. Putting things in perspective and providing context to current challenges in B2B, like the ever-increasing speed of innovation causing commoditization. This unstoppable trend is – or soon will be – putting a lot of pressure on the ROI of your marketing and communications.
B2B Elements of Value® is that kind of revolutionary thinking and acting in our opinion. Bain & Company has spent decades researching B2B buying behaviour and found out that companies buy from each other because an interesting and maybe even unique mix of ‘elements of value®’ is provided.
'Recognizing the full range of both rational and emotional factors behind business purchases—and tailoring the value proposition accordingly—is critical to avoiding the commodity trap.'
Bain & Company
Harvard Business Review, March-April 2018