AI and the Benefits Ladder: Getting to What Customers Really Want

In this episode, the team discusses how AI strengthens one of the most powerful strategy tools: the Benefits Ladder. Learn how it helps uncover meaningful customer needs, anticipate future shifts, and align your strategy with what truly drives B2B buying behavior.

Om Podcasten

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.