B2B marketers face a fundamental dilemma with many of their top customers. On the one hand, buyers are pushing hard for the lowest possible prices, and forcing suppliers to deal with commodity-oriented procurement operations. On the other, they are looking to consolidate purchasing relationships with a small number of more strategic suppliers that can truly provide high value solutions to critical business challenges.
Not surprisingly, most B2B marketers prefer to move up the value chain with “solutions.” Indeed, marketing and selling higher value solutions can be the key to becoming a more strategic partner with priority customers, differentiating more effectively from competitors, and uncovering new opportunities for growth and profit.
Generating substantial revenue with solutions, however, requires a great deal more than simply new messaging and collateral. Adding complex, often customized solutions to the marketing mix typically requires:
- Much deeper insight into customer challenges
- New, cross-organizational approaches to developing offers
- Greater emphasis on targeted, issue-oriented, and account-based marketing programs
- New approaches to sales and sales support
- Business, product, marketing, and sales leaders and contributors involved or interested in developing, marketing, and selling high value B2B solutions.
Participants that have found this workshop beneficial have included representatives from corporate and field marketing, market research, product and solutions development and management, business management, corporate strategy, sales operations and support, key account management, and sales.