Sodexo, a leader in food services and facilities management, collaborated with B2B International to enhance its marketing strategy by understanding buyer journeys, personas, and value propositions across multiple sectors globally. Through over 100 in-depth interviews with C-suite executives and procurement managers, Sodexo gained insights into the motivations, challenges, and emotional needs of clients during their purchasing journey. This research informed marketing strategies, sales engagements, and post-contract relationship management to foster satisfaction and loyalty. The results included targeted value propositions and actionable insights for overcoming resistance in sectors wary of outsourcing.

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