Tech to Market
Microlab — Kastanjelaan 400
5616 LZ Eindhoven
Got our invite? Lucky you! You’re about to sign up for an intimate, late summer evening invite only event at Eindhoven’s design hotspot Kazerne; one of the city’s finest venues. Why come?
Every once in a while, you stumble upon something great. Something fundamental that helps you see your professional world – in our case B2B marketing – a bit more clear. Putting things in perspective and providing context to current challenges in B2B, like the ever-increasing speed of innovation causing commoditization. This unstoppable trend is – or soon will be – putting a lot of pressure on the ROI of your marketing and communications.
B2B Elements of Value® is that kind of revolutionary thinking and acting in our opinion. Bain & Company has spent decades researching B2B buying behaviour and found out that companies buy from each other because an interesting and maybe even unique mix of ‘elements of value®’ is provided.
'Recognizing the full range of both rational and emotional factors behind business purchases—and tailoring the value proposition accordingly—is critical to avoiding the commodity trap.'
Harvard Business Review, March-April 2018
From ‘Table Stakes’ at the bottom of the pyramid to way more individual and even aspirational elements at the top. And we always thought B2B was about ‘meeting specifications’ and offering ways to ‘reduce costs’ or ‘innovate’. Tonight you’ll learn what this framework is all about and how to put it to work in attempts to:
Laurens-Jan Olsthoorn is a partner in Bain & Company’s Amsterdam office. He is a member of the Technology, Media and Telecommunications and Customer Strategy & Marketing practices. He has nearly 15 years of industry and consulting experience throughout Europe and the United States and has developed differentiated expertise in business-to-business, NPS, tech services and customer strategy & marketing. LJ will first introduce tonight’s topic ‘B2B Elements of Value®’ which will include insightful research data, the main insights they uncovered and how companies operating in B2B dynamics can use those to their advantage. Additionally, he will share an interesting and in-depth case study of the work Bain & Company has done for Cisco where the framework was used to increase customer loyalty.
Seonad Lindsay has over 20 years of experience in B2B and B2C marketing in the FMCG, retail and technology sectors. She has been with DELMIA Quintiq for almost 3 years. She currently heads the worldwide marketing and business development efforts for the organization. Seonad will talk about how ‘B2B Elements of Value®’ has helped DELMIA Quintiq to map their buyer’s journey and how they are now implementing those strategic marketing insights in the broader organization, often including experts and leaders from Sales, Marketing, Communications and beyond.
An award winning place that is hard to describe. Maybe ‘home of design’ suits best. It smoothly combines fine dining with business events and their newly opened boutique hotel with amazing design in all rooms. In any case, this will be the place for tonight. It’s a 10-minute walk from Eindhoven CS or park your car at one of the spaces listed on their website.
Let’s meet on September 25th. In case you have any questions or remarks, please contact your Tech to Market host.