More and more B2B business are using conjoint studies to inform packaging and pricing. But conjoint studies were originally designed for B2C and caution is needed in extending them to B2B. Structured interviews using a value story can provide more actionable insights.

Value ROIs and value models are best communicated as a story. This is the ‘Art of Value Storytelling’. One approach to value storytelling uses ‘the hero’s journey.’ The hero of the customer value journey is not you or your software. It is the customer. Value storytelling makes the customer the hero of their own story.

Value is central to the design, sale and support of B2B software. Sophisticated ways of understanding and measuring that value have been developed, from basic ROI calculators to sophisticated Economic Value Estimation models. But at the end of the day, we are human, and humans respond to stories. Converting value models into value stories is key to communicating value.

Pricing challenges come in all shapes and sizes. In some cases, the pricing challenge is a symptom of some other underlying issue, not something that can be solved with a quick pricing fix. Understand the five major types of pricing challenges. Then use the Ibbaka Pricing Diagnostic to answer some questions on the type of pricing challenge that you have. Ibbaka will respond with a preliminary diagnosis.

Prices cannot be left static. Differentiation value changes as your customers change their own business and as new competitive alternatives enter the market. There are several different reasons to reconsider your pricing. Explore these with the Ibbaka Pricing Diagnostic.

Value-based pricing is much more than way to set prices, or even as a tool to justify prices in the sales conversation.

Product Led Growth (PLG) has proven to be a very successful business and investment strategy and has delivered some spectacular results. But is doesn’t work for every company and even the best product led growth companies will find that they need to adapt as their markets mature. But every company can learn from product led growth and needs to adopt the most powerful tactics into their own approach.

Product management, customer experience (CX) and value-based pricing are strong complementary skill sets. They are seldom found in one person, but when they are that person is uniquely positioned to give us insights into how these fit together. Ed Arnold is one such person. It this interview we explore the interplay of these three skillsets and how they inform critical choices in B2B growth.

Service led growth businesses combine data insights with a software product or platform and professional services. In some cases, hardware components are part of the total solution. But customers do not experience these as different things. The customer experience is holistic. To win with the services led growth, you have to think like your customers. Every dimension of the solution is a force multiplier for the others.

Service Led Growth or Product Led Growth? Both are compelling strategies that can generate extraordinary growth and shareholder value. Ed Arnold provides a guide on who to make this important strategic growth.

Digital products are part of the strategy of almost all companies, be they born on the web, traditional manufacturers moving into the Internet of Things or professional services companies executing a service led growth strategy. Ed Arnold walks us through a some of the key obstacles to growth and makes available his Digital Product Growth Playbook.