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Customer Profiles in B2B
Value propositions in business-to-business (B2B)
transactions typically involve several stakeholders in the
search, evaluation, purchase, and use of a product or
service. Each one has a different profile with different
jobs, pains, and gains. Stakeholders can tilt the
purchasing decision in one direction or another. Identify
the most important ones and sketch out a Value
Proposition Canvas for each one of them.
Profiles vary according to the sector and size of
organization, but they typically include the following
roles:
