Article
The 7 Reasons Why Customers Buy – And Why They May Not Be Buying From You
There is no shortage of ideas and theories about the reasons why customers buy one product over another. From the...
Video
Does It Ever Make Sense to Give Away a Jet Engine for Free?
In this episode, we discuss a wide array of pricing models. You’ve already heard about subscription pricing, “pay per”...
Article
Don’t Overreact To These 2022 Value Proposition Trends
B2B marketers can become skeptical of new business trends. It’s due to the fact that many phenomena — like content...
Video
How To Get the Salesforce to Listen To Your Pricing Guidance
This week, we look at an executional pricing issue: when your company goes off script and offers pricing allowances and...
Article
These 3 Tools Will Help You Eliminate Friction in the B2B Customer Experience
If you are a B2B supplier and you can’t believe your clearly-superior product isn’t doing better, the B2C case of...
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Video
Why Being Half Blinded Will Sabotage Your Pricing Strategy
Our pricing-focused season continues with a look at measuring customer’s perception of your offer. Ironically, analyzing the utility of your...
Article
Feeling Under-Appreciated? Three Steps to Brand Your Department Internally
Do you often think the following?: “Our department provides great support, services and/or information to other internal corporate functions, but...
Video
How to Avoid This Massive Pricing Sin Made in Business
Our new podcast season is all about pricing. And this episode looks at what can go terribly wrong when setting...
Video
Why Building Unique Value Props Is More Scientific Than You Think
In our season finale of art vs. science in marketing, the team tackles what may be the most important topic...
Article
The Fine Balance Between Risk and Reward
How to manage strategic risk Following a full-blown crisis people, naturally, take steps to avoid a recurrence. “Those who cannot...