This course is for marketers, finance, and sales professionals involved in setting and negotiating price with organizational customers—the B2B world. It requires a solid understanding of the principles of marketing and how brands are built and managed.
- This course is for marketers, finance and sales professionals involved in setting and negotiating price with organizational customers, the B to B world or business to business. To get the most out of this course, you should have a solid understanding of marketing principles. This background is necessary to see how and where pricing techniques can best be used to strengthen your marketing strategies. If you're new to marketing, please review my course Marketing Fundamentals.
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