B2B companies don’t buy your products. They buy your vision.
Increasingly products are being industrialized to be cheaper to produce, and cheaper to sell. In B2B, and in high value goods, pricing is less important. Value is more important.
How do you align your vision with the needs of your customers?
Aligning your company's visions with the needs of your customers is your assignment as a marketer.
Aligning their vision back to your vision?
The tricky part is that your vision needs to be aligned with the vision of your buyers. It doesn’t make sense to have a great vision, if nobody believes your vision. They need to be willing to follow your vision by buying your products.
What do you want your customers to become?