B2B Marketing Blog

Written by The Mezzanine Group
on April 23, 2010

Yesterday we sent out our April newsletter. For anyone who missed it, it included an invitation to our B2B Marketing seminar in Toronto on April 29th, as well as articles on pricing strategy, customer satisfaction and PR. Here’s a short recap (you can sign up for future issues of the newsletter here):


In the last 18 months, many B2B companies have foregone price increases or even reduced pricing in efforts to retain customers, maintain market share, and ride out the recession. Now that markets are returning to life - particularly in Canada - and demand is on the rise, companies have begun to ask what their pricing strategies should be. 

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Does your company offer superior products and services, yet few customers in your target market know you exist? You’re not alone – this is one of the most common complaints of Business to Business (B2B) companies. It’s a serious problem because that lack of brand awareness often means your company is not considered by prospects as a potential solution. 

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Customer Satisfactions Assessments (CSATs) have become fairly prevalent in the last 5 years. Based on our work with B2B companies with $2 – 50M in revenue, we estimate that 70% of companies are conducting some kind of formal CSAT. As many companies have recognized, CSATs are a good tool for measuring operational performance in the eyes of those who matter most – customers.
But so much more can be accomplished through the CSAT process. Innovative companies are using them to capture and share strategic and tactical value by making a simple change in their process. 


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