This is  question i am often asked by those in the client world of B2B, of course the answer is very simple…YES!  If you substitute the word customer for the word client then the same principles apply and indeed I would argue it is MORE relevant in the B2B world…why?  Well think about this if you win or maybe lose a major bid for business in a  competitive pitch the the consequences good or bad are magnified many times over.  Given that in many competitive business pitches the products the various contenders are actually selling is almost the same as their rivals the choice without an experience component becomes one of price and margin.  If you can introduce a new variable which is about not just what service you will provide but how you will provide it then you have the potential for a marginal gain on your competition.  How many times even after filling in the ‘judging grid’ do decisions get swayed by sentiment “we liked that team better”, “we felt we could work with these guys even though they were not the cheapest”, in other words the decision making is influenced by a value for money overlay that uses engagement as a key dimension.  I know it happened to me when I was a client,”yes they are the cheapest but look at the people we are getting and the potential service trade-offs!!”.

If you are in a B2B world you should be looking for every opportunity to create those marginal gains that an experience can deliver, through not only actual contract delivery but right from the get go of responding maybe to an RFP to how you pitch.  There is a world of opportunity to differentiate in a way that you can’t with the pure product and price play.