The B2B study
The clients you'd hate to lose
Not all client-supplier relationships are equal. We investigated nearly 2,000 B2B relationships to assess what creates a true partner, one a client would hate to lose. Hear our early read first, at B2B Marketing Live or on the webinar.
Trust gets you somewhere. Consequential value makes you essential.
Most clients trust their suppliers. They see them as competent, reliable and easy to work with. The ones a client couldn't imagine living without are valued for what they make possible, as well as for what they do.
Every procurement process has a cheaper option on the table, and yet clients regularly choose someone else. Our early read of 1,917 relationships suggests that consequential value is why.
B2B marketing's job, at its best, is to make that value visible.
The study uses the Quadrangle 7 Sources of Customer Value framework, rebuilt this autumn for business buying.
What we'll cover
At B2B Marketing Live and on the webinar.
Value, looked at whole
Value from the client's side of the table, and what puts price in its place.
What surprised us
The parts of the study we didn't expect.
What we're seeing across B2B
The trends we see in B2B relationships from where Quadrangle sits.
A perspective on sector
Sector-specific client value maps. If your sector isn't shown, get in touch.
Save your place
Tell us how you'd like to hear it first.
Q&A
- What is the B2B 7 Sources of Customer Value study?
- A Quadrangle study of 1,917 B2B relationships, built on the Quadrangle 7 Sources of Customer Value framework, rebuilt this autumn for business buying. It looks at what turns a good partner into one a client would hate to lose.
- When will the findings be published?
- After B2B Marketing Live. Ben shares an early read in his session on Thursday 19 November, and we go through it on the webinar on Wednesday 25 November.
- What is consequential value?
- Our term for what a partner makes possible for the client's own organisation, colleagues, customers and stakeholders, beyond the work itself.
- Do I have to be going to B2B Marketing Live?
- No. If you're not going, the webinar on Wednesday 25 November covers the same ground.
Every organisation has partners it would hate to lose. Find out what makes the difference, and how to close the gap between being seen as a partner vs. just another supplier.
Save my place