Many startups assume that if their product or service is better, customers will switch. In reality, customers already have something that works well enough: a competitor, an existing supplier, an internal process, a workaround, or simply the option to do nothing.

​Being slightly better often isn't enough to overcome the effort, risk and familiarity of staying where they are.

​In this practical workshop, B2B marketing consultant Logen Lanka will show founders how to investigate what could make switching genuinely worthwhile for their customers, especially when they do not yet have weeks of customer research or a large customer base to learn from.

​The approach grew out of Logen's experience across brand campaigns, product marketing and lifecycle marketing for technology brands in Asia Pacific, including Crazy Domains, an established Australian web services brand.

​In his lifecycle marketing leadership roles, his work focused on increasing revenue from existing customers through retention, upsell and cross-sell, while also working closely with acquisition teams on ways to bring in new customers. He has since applied similar evidence-led thinking in his consulting work with B2B companies in Canada.

​Through a worked example and hands-on exercise, attendees will explore how to identify what buyers value about their current alternatives, where those alternatives fall short, what creates resistance to change, and where a meaningful point of difference may exist.

​Attendees will leave with a clearer view of what could make their business worth considering over the alternatives buyers already use, and how that insight could inform practical decisions such as their positioning, offer, launch, landing page, advertising, waitlist or sales approach.