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Writer's pictureVirginie Vinel Kolovos

20 ways to discover your ideal B2B customer job, needs, pain, objectives and product usage

Updated: Jun 28, 2022


A recurring role for the Business Innovation Coach is to motivate startup and SME leaders to get out of their comfort zone - their office or behind their computer screen - and build the communication skills and confidence necessary to engage with B2B customers, face to face - whenever possible - as it provides insight that no remote market research might offer.


Building the collecting of customer insights into your business DNA delivers many benefits:

  • Building lasting client relationships beyond the transaction

  • Maintain or improve your competitive advantage

  • Strengthen your product design and go-to-market strategy.

It will also help you perform a number of product development and marketing tasks, such as:

  • Drafting the ideal customer(s) and user(s) profile

  • Designing the customer journey

  • Defining your economic benefits metric

  • Setting your product performance metric

  • Building a competitor benchmark

  • Quantifying your value proposition

  • Testing your value proposition

  • Moving from firmographic market segmentation (desk research data) to market segmentation based on up-to-date customer insights.

Download the following PDF highlighting 10 ways to discover customer needs using online tools, channels and market research techniques and 10 ways to collect insights face-to face-before you reflect on what is possible to research your ideal customer(s) and user(s).


Feel free to review and share.


Still need support to start your customer needs discovery? Do not hesitate to contact me.

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