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Customer Needs Analysis Building a B2B customer value model to achieve a better product-market fit

Customer decision making processes in B2B sectors involve more people and often take longer than in the consumer world. Organisational customers are usually fewer in number and less susceptible to research using statistically valid, consumer oriented techniques. This course focuses on the realities of the B2B world, the different approach to needs analysis required and the opportunities for improved product market fit that are opened up through better understanding of what customers need and value

Turning 'Theory' into 'Practice'?

This course is run as a practical business seminar, moving beyond the theory you may have learned at University to ensure that the approach you adopt is feasible and realistic in the real business world. Course participants will be encouraged to bring along a current business issue to use as a practical example when applying the learning. Real-world examples are used throughout to illustrate key challenges and opportunities

Who should attend?

This course is designed for B2B marketers, product and marketing managers, marketing communications managers, business development managers, major account managers and others who are responsible for understanding customer needs and/or using customer needs analysis

Key areas to be covered in the programme and documentation

Challenges, problems and benefits of B2B customer needs analysis
• What happens when consumer statistical methods don’t work? Assessing the alternatives.
• Beyond the research project – developing a customer needs awareness culture in B2B organisations
• Identifying the right strategy for customer needs analysis

Identify the most effective customer needs analysis strategy for different situations

Creating a customer value model
• Defining ‘needs’, ‘value’ and ‘insight’ for your customers
• Data-driven approach to accessing customer needs
• Useful tools for building a customer value model

Apply the customer value model tools to a case study or your own example

Using a customer value model to evaluate and improve the product market fit
• Managing existing and new market offerings
• Best practice in acquiring and managing customer relationships

Analyse the best practise example (s) and identify which practices are most applicable to your situation

A 4-step process for conducting B2B customer needs analysis: Specify, Source, Analyse, Act
Throughout the remainder of the workshop we will use a combination of case studies and the examples participants bring in to work through each of the steps in this process

Step 1. Specifying the goals of needs analysis
• What do you need from customer needs analysis? Questioning techniques
• Methods of analysing the information and interpreting results correctly
• Defining action standards

Define your business question(s) and IWIK (I wish I knew) questions

Step 2. Sourcing your dat
• Planning and managing research studies and ongoing research activities
• Identifying and using ‘natural’ opportunities to collect data from ongoing transactions with customers
• Using your organisation’s resources or external partners
• aSelecting and combining appropriate formal and informal research techniques. Filling the data gaps
• Techniques and tips for designing and conducting B2B interviews and surveys

Define your data gaps and selecting the right techniques to fill them

Step 3. Analysing the data
• Looking for insight and patterns - data analysis tools, techniques and tips
• When is enough data and analysis ‘enough’?
• Building your customer value model and evaluating your product market fit

Take your customer value model and evaluate your product market fit

Step 4. Acting on customer needs analysis
• Getting the right people on board
• Designing action programmes to improve your product market fit
• Using action to generate more revenue

Take the output from the TMT or Opportunity Map analysis to generate actions and an action plan

Benefits to you

• Overcoming the practical challenges of dealing with customers in the B2B world
• Improving your business performance through data driven decision making
• Developing a systematic approach to collecting and analysing customer needs data
• Creating an effective customer value model for your organisation
• Designing action programmes to improve your product-market fit

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac