How to conduct product discovery process in the B2B

There are some reasons why the discovery process for B2B (mid and enterprise) seems to me much more complicated compared to B2C:

  • Multiple feedbacks: multiple personas can use the same product
  • Low incentive to share internal problems
  • Long feedback cycle
  • Small market (#): some markets are made up of less than 50 companies
  • Strongly based on relationship
  • Domain complexity: some B2B niches are very specific and technical

Given this context, what would be a good discovery process techniques and approaches for B2B?

Tags: , , , , , ,