Packaging Approaches: Decision Criteria

B2B organizations often lack guidelines for optimally packaging an offering for different market segments and user scenarios. This can lead to cumbersome packages that are difficult for buyers to understand and use efficiently — and internal complexity for sellers. Proper packaging can help drive trials and upsell opportunities, improve the customer experience, and, most importantly, monetize differences in value among buyers. In this report, we introduce potential packaging approaches for B2B offerings, along with market, buyer, and internal factors to consider when deciding which approach is optimal for an offering.