To help B2B suppliers understand the spectrum of customer priorities, we analyzed scores of quantitative and qualitative customer studies that our firm had conducted for clients over three decades, examining what mattered most to buyers. From this research, we identified 40 fundamental “elements of value.” They fall into five categories: table stakes, functional, ease of doing business, individual, and inspirational.
Scooped by Farid Mheir |
WHY IT MATTERS: I find the B2B elements of value to be a very useful tool when crafting digital strategies in B2B organizations. See the full paper in HBR here.