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B2B Elements of Value®

How can you avoid the commoditization trap? By understanding what each customer set values most. B2B Elements of Value is a five-level, 40-element framework that delineates the objective and subjective criteria that determine what really motivates customers to buy.

Bain partners Jamie Cleghorn and Eric Almquist explain why it's so hard to win on price and performance alone, and how Elements of Value can give B2B companies a new competitive edge

What to Expect

What to Expect

Product differentiation

Invest in the product attributes that matter most to your customers

Revenue growth

Boost sales and margins by combining multiple Elements of Value to create highly desirable products and services that command a premium

Innovation

Elements of Value guides your investment in the new features and attributes that delight customers

Advocacy

Earn your customers' trust and loyalty by demonstrating that you truly understand what they value most

Impact

Impact

3.5X

Gain in NPS^® when a company has 4+ elements rated highly by customers, versus only 1

Insights

Consumer Elements of Value®

Explore the B2B Elements of Value

What do your B2B customers value? Bain has identified 40 Elements of Value across five categories.

Consumer Elements of Value®

For B2B Companies, Six Elements of Value® Matter Most in the Coronavirus Pandemic

Take the high road with customers.

Customer Behavior and Loyalty in Insurance: Global Edition 2023

Consumers to insurers: more risk-prevention services, please, and more convenient digital channels.

Consumer Elements of Value®

A New Agenda for Consumer Centricity for CPGs in Asia-Pacific

Asia-Pacific CPGs are rapidly developing new capabilities to serve the needs of the region’s famously diverse consumer base.

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Featured Team Members

Eric Almquist Advisory Partner Boston

Lori Sherer Partner San Francisco

Jamie Cleghorn Partner Chicago

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Related Offerings

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Consumer Elements of Value®

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Understanding what your customers truly value helps you differentiate your offering and gives you more pricing power and bigger market share. Elements of Value identifies what matters most and helps you deliver it effectively.

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B2B Marketing

The fundamentals of marketing may not have changed, but everything else has: goals, roles, expectations, talent needs, and more. We help B2B marketing leaders navigate this new terrain and build the capabilities needed to win.

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Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Coro® is a service mark and Consumer Elements of Value® is a registered trademark of Bain & Company, Inc.