ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Data-driven personalization is a key factor in achieving stronger sales performance in competitive markets.
As B2B software increasingly includes access to AI agents, vendors are faced with a variety of pricing options.
Top performing B2B companies have integrated AI across many processes.
From evaluating potential buyers to providing real-time research assistance, the use cases for generative AI continue to grow.
AI can identify market opportunities, personalize content, customize pricing, automate selling tasks, and improve workforce performance.
Tariffs, taxes, foreign policy…the list goes on. With the change to a new administration – one focused on making significant change at a significant pace – your pricing strategies & tactics may need to change. Some policy changes may be a threat to your profitability while others offer a potential to grow your profits.
An emphasis on leadership, distinctiveness, and functional benefits can help B2B brands achieve pricing power.
Effective marketing decision making often requires both qualitative and quantitative analysis. Many marketing analyses across the 4Ps can be supported by quantitative analyses, for example market size estimation, determining economic value to customers, demand generation and customer acquisition with the help of customer lifetime value analysis, channel economics, product cannibalization, market share analysis, and pricing. In this technical Harvard Business School note, Sunil Gupta summarizes how these core metrics are calculated and applied.
We are heading towards a recession that may be worse than the Great Recession following the 9/11 attacks. Depending on scientific progress, we may be in a downturn for many months to come. Price pressure is inevitable in a downturn. Joanne Smith, who lead the corporate pricing organization of Dupont in the five years before and during the 2009 recession, has written a very timely book on how to price in a recession: “Pricing in a Crisis Playbook: A Practical B2B Guide for Pricing with Confidence in a Crisis or Recession”.
ISBM’s introductory episode of the Marketing in Uncertain Times series was an insightful look at the power of pricing , channels, and B2B Business Strategy during a time of crisis and disruption. ISBM partner and instructor, Ralph Cummins of EMM Group moderated this panel discussion addressing these areas of concern with candid responses of practical advice and foresight. Highlights of this Town Hall include pricing power, ‘Survivalist Entrepreneurship’, and the focus on existing customers.
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