B2B International
A business-to-business market research specialist with offices across Europe, North America, and Asia-Pacific, and part of dentsu B2B. It publishes guides on segmentation, buyer personas, pricing, and customer research drawn from its client work.
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How to Size a B2B Market When the Number Has to Hold Up
The market size in your head probably came from a report or a feeling, and it is probably too big. How to build the number three ways, how accurate it needs to be, and why the answers should be checked against each other.
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Economic Buyer vs End User: Why One Pitch Won't Sell Both
A B2B purchase has more than one buyer. The executive who signs and the user who adopts want different things, and a message aimed at one can put off the other. How to map the roles and speak to each without changing the offer.