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Pricing in 2019 - Where to find leverage

Pricing in 2019 - Where to find leverage

What should should you be doing in 2019 to build and activate pricing as a driver of business growth? A combination of new capabilities, market research and decisive action is needed. The outcome can be greatly improved performance.

Primary research for B2B pricing

Primary research for B2B pricing

Primary research for B2B pricing requires a focus on how the offer creates value for different types of prospective customer and how the customers buy. It is important to combine surveys with interviews and to avoid confirmation bias. Direct questions about willingness to pay (WTP) give misleading results.

Value to Customer (V2C) is as important as Customer Lifetime Value (LTV)

Value to Customer (V2C) is as important as Customer Lifetime Value (LTV)

Customer lifetime value (LTV or CLV) is a critical metric for many companies in the subscription economy. But before your LTV comes V2C (Value to Customer). Understanding how you will create value to your customers over time should come before estimates of LTV and LTV and V2C need to be kept aligned.

Create Value by Focusing on What your Customer Values

Create Value by Focusing on What your Customer Values

Emotional and economic value drivers are both important in market segmentation and pricing design. This is especially true where goods like water is involved. WaterTrax (part of Aquatics Informatics) has been thoughtful and effective in designing its pricing.

Who are you creating value for?

Who are you creating value for?

Ibbaka is a value-based pricing company. To do value-based pricing, one has to ask who the value is being created for. This impacts everything from product and services deign, to pricing to communication and sales strategy. A holistic view of value and stakeholders can transform how one thinks about pricing.

Why most B2B market segmentations are not meaningful

Why most B2B market segmentations are not meaningful

We see a lot of market segmentations in our work. Often these segmentations are the weakest part of the marketing plan. Many segmentations are limited to firmographic data and in some cases are simply a list of industry verticals. They are meant to find a market that fits the offer. Instead, we should segment based on emotional and economic value creation to build an offer that fits a market.

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