The B2B 7 Sources of Customer Value study
The clients you'd hate to lose
Every organisation has supplier partners, and a few it would hate to lose. We asked business buyers what separates the two, and where each sector's partners fall short.
B2B buying was never purely rational
Most B2B marketing assumes buyers weigh the evidence, score the options and pick the best value. They do weigh the evidence. But they also carry a career, a team, a board to answer to and a memory of the last partner who let them down.
The clearest proof is the premium. Every procurement process has a cheaper option on the table, and organisations regularly choose someone else. This autumn we rebuilt the Quadrangle 7 Sources of Customer Value framework for business buying and put it to business buyers, to find out what that premium buys.
The headline findings
What business buyers value most in the partners they rely on, and where those partners fall short.
Your sector's results
A sector-by-sector view where the numbers allow, sent to you before it goes anywhere else.
What to do about it
How partners become the ones clients argue to keep, from people who have spent decades working on customer value.
Webinar
B2B 7 Sources of Customer Value: what business buyers told us
Wednesday 25 November 2026
1pm to 2pm (UK time)
Online, with Ben Skelton and Alison Camps
An hour on the findings, what surprised us, and what they mean for your sector. If you can't make the time, register anyway and we'll send you the recording and your sector's results.
B2B Marketing Live, ExCeL London
Come and find us
We're at B2B Marketing Live on 18 and 19 November. Ben Skelton is speaking on Thursday 19 November, 12:10 to 12:30: "If it was just about price, we'd all buy the cheapest". If you're going, let us know when suits and we'll make time for a proper conversation at the stand.
If you're not going, the webinar on 25 November covers the same ground.
Every organisation has partners it would hate to lose. Find out what makes the difference.
Join the webinar