Pricing is more than the price tag: it’s the one tactic companies have at hand that can have a direct impact on the bottom line.

And price signals to your customers how your brand is positioned, and how you value your

product or service.

In this episode of the Value-Driven Marketing Podcast, I’m speaking with Caroline Cookson, founder of Cookson Partners and pricing strategist, about how companies can approach pricing more strategically.

During the conversation, they discuss:

• Signs that it may be time to review your pricing

• How to think about customer value when setting prices

• Practical approaches for testing and adjusting pricing in B2B contexts

• How to communicate price increases clearly and transparently

• The role marketing teams can play in shaping pricing strategy

Why do some products immediately make sense to customers, while others struggle to land?

Often, the problem isn’t the product, but the story customers already live in.

In this episode of the Value-Driven Marketing Podcast, I speak with Aurelia from Innate Motion about how market research helps businesses uncover the deeper drivers behind decisions: hidden fears, motivations, identity, and the internal dynamics shaping B2B choices.

When companies understand these insights, they can frame their products and services in a way that truly resonates in their audience’s mind.

We also discuss:

• Why market research is really empathy at work

• The difference between data and meaningful insight

• How to start doing research without big budgets

• The most common mistakes businesses make when trying to understand customers

• How AI is changing research, and where human insight still matters

If you’ve ever wondered why a great product doesn’t always connect with the market, this episode will change how you think about customer insight.

Expanding into the US can open the door to endless opportunities, but success requires the right mix of research, patience, and cultural understanding.

In this episode of the Value-driven Marketing Podcast, host Elena Iordache-Stoica talks with Ted Kohnen, CEO and Co-founder of Park & Battery, a globally awarded B2B marketing agency helping brands turn intelligence into impact.

Ted shares insights from decades of experience working with global brands like Meta, Universal Music, and Thermo Fisher Scientific, revealing what truly drives growth in the US market.

What you’ll learn in this episode:

• How communication and decision-making differ across US regions

• Why patience and trust are essential when working with US companies

• How to research effectively before entering the market

• The role of compliance, risk mitigation, and cultural nuance

• Channels and messaging strategies that resonate with American audiences

Whether you’re expanding your footprint or just exploring opportunities in the States, this episode is filled with practical guidance and real-world examples.