Reshaping a B2B Value Proposition Through Direct Customer Insights

Client Background 

The client is a North American manufacturer of specialized industrial components looking to clarify how European buyers perceived their offering and improve traction across Germany, France, and Italy. With internal assumptions conflicting with on-ground signals, they needed unbiased insights to recalibrate product, pricing, and service priorities. 

Client’s Challenge 

Despite consistent engagement in Europe, the client’s sales teams were receiving mixed signals about their pricing, service quality, and product differentiation. Internal assumptions often conflicted with on-ground feedback, making it difficult to prioritize feature improvements or refine market messaging. The client approached Mordor Intelligence to conduct an unbiased, structured voice-of-customer study to validate how key buyers perceived their offerings and brand promise. 

How Mordor Intelligence Helped 

• Direct Buyer Engagement Across Markets: Conducted in-depth interviews with over 40 procurement managers and technical decision-makers from industrial buyers in Germany, France, and Italy. 
• Built a Custom Research Framework: Designed a focused discussion guide around product performance, purchase criteria, service experience, and perceived gaps. 
• Benchmarked Competitive Perceptions: Mapped how the client’s offerings stacked up against regional and global competitors, highlighting trade-offs between price, reliability, and after-sales support. 
• Translated Voice-of-Customer into Actionable Insights: Delivered insights and recommendations tied to product bundling, support enhancement, and sales messaging refinements. 

Key Findings 

• Many European buyers perceived the client's service model as inflexible compared to regional competitors.
• Technical users valued durability, but procurement teams wanted better pricing transparency.
• The brand was seen as reliable, but lacked tailored messaging for mid-sized buyers.
• Customers preferred bundled SKUs with tiered service commitments over standalone offerings. 

Our Industry Coverage 

Mordor Intelligence has supported industrial manufacturers, B2B service providers, and engineering-driven firms in validating market signals and aligning operations to evolving buyer needs. 
Our tailored services in the industrial and manufacturing space include: 

• Customer Need Analysis: We uncover the non-obvious decision triggers that drive supplier switching or long-term retention in B2B procurement.
• Voice-of-Customer Studies and FGDs: Our in-depth interviews and moderated sessions bring clarity on how products and services are actually experienced by users and decision-makers.
• Go to Market Strategies: We help reshape channel messaging, pricing models, and service configurations for different buyer cohorts.
• Competitor Assessment: We evaluate what competitors are promising and how customers perceive them, enabling more targeted positioning.
• Product to Market Assessment: We guide product teams with detailed inputs on bundling, support expectations, and messaging linked to conversion and retention.