Learn effective pricing strategies for marketing business-to-business (B2B) products and services.
- Marketing and selling your products and services to other companies has some unique challenges that you don't face when marketing to everyday consumers. Business to Business marketing, or B2B for short, is tough, because organizations are complex and they demand more from you in terms of delivering value and their willingness to pay for it. I'm Drew Boyd. In this course I'll share with you a detailed process for setting and communicating price in the B2B world.
I'll explain the fundamentals of pricing, especially the important relationships between price, cost, and value. I'll also share how to make sure your pricing strategy is tightly linked with your overall marketing strategy. And I'll give you some tools to help you gain more leverage in price negotiations. Setting prices for B2B customers is such a critical part of your success. So let's get started.
Drew explains how to think about price when it comes to B2B business transactions-and understand the important relationship between cost, price, and value. He also shows how to define value, identify stakeholders, and link pricing to your overall marketing strategy. Plus, learn to use tools such as the value ladder and pricing tiers to gain leverage in price negotiations.
- What is B2B pricing?
- Defining value
- Linking marketing and pricing
- Creating pricing tiers
- Managing pricing competition