Best Practice Report

Packaging Approaches: Decision Criteria

January 1st, 2018


B2B organizations often lack guidelines for optimally packaging an offering for different groups of buyers. This results in cumbersome offering packages that are difficult for buyers to understand and use efficiently. 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.

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