Ep 48 | Yes, You Can Measure Price Elasticity in B2B

Today we tackle the common misconception that price elasticity is a B2C-only occurrence. “I empathize a lot with the B2B practitioners that believe that B2C pricing is the only real price elasticity phenomena, just because it's more observable in B2C. And that's a certainty,” said Sanguk Han, Zilliant senior data scientist, and our guest for this episode. While it’s harder to measure in B2B, due to a number of complicating factors discussed in the show, it’s also inarguable that the consequences of price changes ultimately play out in the B2B market. Sanguk and host Barrett Thompson go deep on the science and talk real-world examples that uncover how companies can predict what those consequences will be prior to making a price change. Read the blog mentioned in the episode here: What Works When Traditional Price Elasticity Fails www.zilliant.com