Packaging Approaches: Decision Criteria

July 10th, 2024

Lisa Singer VP, Research Director

Beth Caplow VP, Principal Analyst

With contributors:

Amy Hayes , Nicole Bouchie , Jessica Troiano , Drew Zalucky

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.