{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Good Brand Podcast","title":"Taming the Product Portfolio Beast: Simplifying B2B Offerings","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/d62636a3\"></iframe>","width":"100%","height":180,"duration":756,"description":"In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses. They running through:The unintentional growth of product ranges and how it leads to confusionKey statistics on B2B buying journeys and decision-making processesThe impact of complicated portfolios on sales and customer experienceStrategies for simplifying product offerings without alienating existing customersThe role of brand architecture in organising and presenting product linesBalancing the needs of different stakeholders when streamlining product rangesThe importance of focusing on core products and communicating value effectivelyWe share insights on how businesses can bring their expanding product ranges under control, improve customer navigation, and optimise their offerings for better sales outcomes. This episode is part of a series discussing common branding challenges, with a focus on B2B tech companies and product-led organisations. You can read the original article at on the Good website. ","thumbnail_url":"https://img.transistorcdn.com/kkWkpcS2n4XyR-dCuq5gRmhyHbig-3eKkrzitEs73YU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzgzMjkvMTY5MjA5/Nzg4OS1hcnR3b3Jr/LmpwZw.webp","thumbnail_width":300,"thumbnail_height":300}