Margin-Aware Promotions in a B2B Context
Promotions in B2B look different from retail. Buyers negotiate, budgets are planned and a surprise discount can undermine a contract.
Promote to accounts, not the crowd
Target promotions by customer group or account so you do not discount buyers who already receive better terms. Time-boxed offers on slow-moving stock or new product introductions tend to work better than blanket percentage-off events.
Protect the contract
Spell out whether a promotion can stack with contract pricing. If it can, cap the combined discount. If it cannot, make that rule visible so account managers are not fielding questions about why a deal did not apply.
Key takeaways
Target by account or group, not by everyone
Use promotions for inventory and launches
Define and display stacking rules
Related reading
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