professional development courses

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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

Understanding customer needs in B2B sectors
• Challenges, problems and benefits of B2B customer needs analysis
• What happens when consumer statistical methods don’t work?
• Beyond the research project – developing a customer needs awareness culture in B2B organisations
• Systems and strategies

Creating a customer value model
• Defining ‘needs’, ‘value’ and ‘insight’
• Understanding what customers value most
• Building a customer value model

Using a customer value model to evaluate and improve the product market fit
• Managing existing and new market offerings
• Acquiring and managing customer relationships
A 4-step process for conducting B2B customer needs analysis: Specify, Source, Analyse, Act

Specifying what you need from customer needs analysis and how you will use the results
• How to specify your questions
• Using the results
• Defining action standards

Sourcing your data
• Auditing the data you already have
• Filing data gaps using existing data you can get from inside or outside your organisation (secondary or desk research)
• Filing data gaps using formal or informal research studies (primary research):
– 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
– Selecting and combining appropriate formal and informal research techniques
• Techniques and tips for designing and conducting B2B interviews and surveys

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

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

Benefits to you

• Benefit from applying the right approach to your B2B customers
• Overcome the practical challenges of understanding customers in the B2B world
• Avoid the trap of acting on suppositions in the absence of good information by developing practical ways of understanding B2B customers better
• Improve your organisation’s chances of success through data driven decision making
• Develop a systematic approach to collecting and analysing customer needs data
• Make your needs analysis more actionable and useful to your organisation
• Avoid wasting resources and opportunities on poorly thought through research

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

Please contact our office at +44 203 002 3057 for any additional information about the course

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.

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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