Join our insight packed live webinars and leave with practical ideas you can use right away.

We will be presenting and elaborating on the results of a two-step study we carried out to understand marketing executives’ challenges and suggested solutions related to international B2B branding and marketing:

• First, we conducted a quantitative survey of marketing executives to get a good understanding of the challenges they experience and their thoughts on how to solve these
• This was followed by in-depth interviews with over 20 CMOs from leading B2B companies to understand why traditional marketing impact is stalling in today's environment

One overarching finding is that there exists a critical gap between increasingly complex buying journeys and the marketing capabilities designed to meet them.

Some of the themes covered in the webinar:

• The five core challenges currently shaping the B2B marketing landscape and how leading organizations are responding
• Visibility is survival: With sales cycles now measured in years, failing to build trust early means you are simply not in the picture when the deal is made
• Efficiency over volume: Activity is increasing but impact isn't; real effectiveness requires deliberate exclusion and sharper focus rather than just more resources
• Commercial influence: Since only very few B2B companies currently align marketing with finance, closing this gap is the only way to move from being a "cost center" to a primary growth driver

Most innovation is just a reflection of current success. Break the ‘Mirror Trap’ by looking beyond your current customers to the ‘Shadow Market.’ Discover how to understand the potential customers’ needs and how to provide them value so they move from neglecting you to saying "yes.“

What the webinar covers:

• How to identify the ‘Shadow Market’ by looking beyond your current customer data to find massive, untapped segments.
• How to map invisible workarounds to uncover the manual hacks and messy processes that prevent potential customers from buying.
• How to disrupt the status quo by understanding the hidden frictions and internal barriers that lead to a “No Decision.”

Why this matters:

• Expands the market: Targets the "Non-Consumption" segment that traditional innovation and competitor-focused research systematically ignore.
• Drives differentiation: Builds a narrative moat based on empathy for the "Invisible" customer, creating an advantage that rivals cannot easily clone.
• Increases sales velocity: Shortens sales cycles by addressing the hidden anxieties that often lead to a "No Decision" outcome.

I et marked præget af økonomisk usikkerhed og global volatilitet er prisen ofte det første, der bliver angrebet. Mange B2B-virksomheder ender i en "rabat-fælde", der udhuler marginerne og svækker brandet. Dette webinar giver dig praktiske værktøjer til at stå fast, kommunikere jeres unikke værdi og bevare (eller) genvinde kontrollen over jeres prissætning.

Hvad kommer vi ind på:

• Fra 'cost-plus' til værdibaseret prissætning: Lær hvordan I prissætter efter kundens faktiske betalingsvillighed og den værdi, I skaber, frem for blot at dække dine omkostninger.
• 7 gyldne principper for effektiv prissætning: Vi gennemgår konkrete, gennemtestede principper, der skaber disciplin i jeres prissætning og stopper unødig margin-lækage.
• Den overbevisende salgstale: Teknikker til at præsentere prisen med autoritet og håndtere indvendinger fra professionelle indkøbere, så I styrer uden om de drænende rabatdiskussioner.

Hvorfor det er vigtigt:

• Beskyttelse af bundlinjen: I tider med inflation og prispres er præcision i prissætningen den mest effektive knap, man kan skrue på for at beskytte sine marginer.
• Styrket gennemslagskraft: Virksomheder, der arbejder strategisk med deres prissætning, opnår markant bedre resultater på både nysalg og fastholdelse.
• 'Pricing Power' i praksis: Ved at styrke sælgernes selvsikkerhed opnår I, at prisen bliver et udtryk for jeres kvalitet og markedsposition frem for en barriere for handlen.