B2B Offer Creation Complete Guide
How to create winning offers that sell well
Welcome to my full B2B Offer Creation Guide.
If you’re a B2B founder or marketer, then this guide will show you how to create amazing offers that your customers and clients love to buy.
Today, you’ll discover:
Why you offer needs to be GREAT, not good
What a great offer is
The step-by-step process for creating great offers
What front-end offers are and why you need them
Why you should have a portfolio of offers
How to increase LTV with your offers
How to price your offer so your prospects say “YES”
The importance of the case study for selling your offer
Let’s dive in.
Before you jump into the guide;
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1. Why Your Offer Needs to be GREAT, not good
A weak offer can kill your business.
Weak offer = "I will think about it"
Great offer = "When can we start?"
When your offer is weak, three things happen:
You confuse prospects (and confused prospects never buy)
You get bombarded with objections in every call
Your revenue pipeline dries up
Far too many businesses sink time, money, and creative energy into marketing campaigns that just don’t convert well. And the reason for the failure is often not because the execution was off… but rather the offer just wasn’t good enough.
That being said, in today’s saturated market, where generative AI has lowered the barrier to entry, even a “good” offer isn’t always enough to stand out.
The market is flooded with “good” solutions.
And that’s why you need a great offer.
Learn the 40-40-20 rule of marketing success to understand why offers make the difference
Let’s zoom out for a second and talk about where marketing success comes from. There’s a classic marketing framework that breaks down where your marketing success comes from:
40% comes from the prospect you’re speaking to
40% comes from your offer
And only 20% comes from the actual copy
That means the strength of your offer carries double the weight of the messaging you use to sell it which is what most B2B founders spend most of their time on.
Yes, messaging matters. But no amount of clever writing can save a bad offer. You’ll have far more success selling a great offer with mediocre copy, than a mediocre offer with great copy.
So first we must ask ourselves;
2. What makes a great offer: Go from “commoditized” to “proprietary” offers
Well let’s start with what a bad offer is:
A bad offer is a commoditized offer.
A commoditized offer is a service or solution that your competitors also sell and that can be found anywhere, without any USP.
Commoditized offers get objections like:
“I can get it for 50% less elsewhere”
“My nephew can do that too”
“Ok, we’ll pay you with a testimonial”
“Can you remove Feature C to lower the price?”
These aren’t pricing objections. They’re red flags that your offer looks like everything else on the market. Commoditized offers allow prospects to compare you to your competitors. And most of the time, they’ll default to the cheapest option.
Having a commoditized offer is a race to the bottom and an impossible way to grow your B2B business.
The solution to commoditized offers is to build Proprietary offers.
A proprietary offer is something only you can provide:
It’s built around your unique approach, process, or intellectual property.
It can’t be easily copied or price-shopped.
That makes it high-value and high-leverage.
Proprietary offers have far more value than commoditized offers due to the Unique Selling Points (USP) they provide.
Think of it as the difference between being a service provider vs. being the ONLY one who can solve the problem THIS way.
Proprietary offers position you as the go-to authority. They change the conversation from “why are you more expensive than X?” to “we cannot get this anywhere else”.
Your Proprietary offer should always start from this principle: You need to solve a PURE problem
The foundation of any great offer is that it fixes a PURE problem:
Painful: It genuinely hurts their business
Urgent: They need it fixed now
Recognized: They know they have this problem
Expensive: The cost of not fixing it is high in terms of money, time, or opportunity
When your offer solves a PURE problem, you will never have a problem with demand, nor with price objections. Now you know a great offer is a proprietary offer that solves a PURE problem.
Let me show you an example:
How I built a proprietary offer in my previous business and transformed a $500 offer into a $15,000 offer
I’ve been creating offers for a while;
In 2018 I was charging $500 for landing pages.
Then I did ad account management for $400/month.
Then marketing funnels for $1,500.
The problem was I was solving problems… but with commoditized offers.
My offer wasn’t proprietary and so I was replaceable with any other freelancer who could do landing pages or marketing funnels. Everything changed in 2021.
Together with my business partner at the time, Alain Briez, we asked ourselves a single question:
“How do we create an offer so unique it can’t be compared?”
After a little testing, we came up with 3 month “commando mission” packages for $14,000 to $15,000, which allowed us to successfully scale our business up to $1M in just 14 months. We were testing marketing channels with weekly sprints for early stage clients (or big businesses that launch new projects).
The difference wasn’t just in our pricing. It was in our positioning, packaging of the offer, and the problem we solved for businesses. That’s what is possible when you ditch commoditized services and focus on building great offers.
3. Step-by-step: How to create a great offer
A great offer doesn’t start with your product, it starts with your market.
A common mistake is when B2B founders fall in love with what they can build, and not what their market truly needs.
The result? Offers that are vague, bloated, or irrelevant.
Here’s a step-by-step system to make sure your offer is one that people even want to buy.
Step 1: Start with the market, not the product, to anchor your offer in the context of your target audience
You can’t create a great offer in a vacuum.
Creating a great offer starts with listening to what the market is telling you they need.
This means gathering data from:
Sales calls and demos
DMs and inbound questions
Customer success conversations
Reviews of competitors’ services.
You want to look for recurring themes. Are they struggling with conversion? Retention? Growth? What is it they’re complaining about?
Step 2: Identify the PURE problem at a granular level, not just “they want more revenue”
Now that you’ve gathered the raw insights, you want to isolate the PURE problem affecting them. Remember, PURE means:
Painful – It's a real limitation hurting their business
Urgent – They need it fixed now
Recognized – They’re aware the problem exists
Expensive – It's costing them money, opportunity, or time
If your offer solves a PURE problem, you’re already ahead of 95% of the market.
Identify the PURE problem you could solve, then run it through step 3:
Step 3: Identify the 7 key factors of successful offers
There are 7 key factors that make an offer successful:
Factors 1 to 3: the foundations of your offer that promise an outcome
Factors 4 and 5: the efforts required for your prospect to access the promise
Factors 6 and 7: how you explain this promise
They are arranged from most important to least important.
For example, solving a very painful problem that has market demand will still bring in revenue… even if the clarity of message or packaging isn’t the best. But that doesn’t mean you should neglect Factors 6 and 7.
Because it’s these elements that can help your offer stand out more and reach its full potential.
Step 4: Stack capabilities, benefits, features, and guarantees to increase the perceived value of your offer
Now you amplify your offer by stacking value:
Add bonuses that complement the core promise: E.g. A cold email software including 50+ proven cold email templates
Offer guarantees that reduce buyer risk: “5 qualified calls booked per week or your money back”
Include onboarding, audits, or fast-start elements to boost perceived ROI: Free data audits and roadmap workshop when you sign up
These are the accelerators that will make your offer more competitive.
Step 5: Test your offer, iterate based on feedback, and improve the most important aspects step by step
The first version of your offer will rarely be perfect. That’s okay.
The only way to know if it’s a good offer is to test it in the market:
Do a pre-launch or release it only to a small segment of your market.
See what sticks, what the market likes and doesn’t like, and what objections they have to buying.
When you have this data, go back to the drawing board. Revisit your PURE problem and the 7 key components to see what can be improved with your new feedback.
That is how you create a great offer. When you’re done reading this guide, I recommend going back and actually creating an offer using this method.
Now, let’s talk about one of the most powerful tools in your business:
4. Create a front-end offer to guide your prospects to an easy choice (and avoid decision paralysis)
Imagine your perfect prospect sees your LinkedIn post… clicks on your profile… visits your website… and then… they see three different service options with a dozen price points and the option for “custom” packages.
The result? Your prospect is overwhelmed with decision paralysis and they leave.
Now, let’s consider the opposite:
They discover your content → DM you → you guide them to one, simple, low-friction offer.
They say “yes” quickly, get fast value, and become a highly qualified, warm lead for a higher ticket offer. That’s the power of a front-end offer.
What is a front-end offer?
A front-end offer is a simple, low commitment entry point into your world and portfolio of offers.
It’s not meant to be your main profit engine. It’s simply designed to:
Remove friction
Deliver fast results
Build trust
Tee up your main offer
Front-end offers should be:
Easy entry points: Make the front end offer easy to understand and solve a problem that your audience knows about.
Low-price point: Start with a lower-priced product or service to attract customers that won’t take a big risk.
Fast time to value: Make sure your offer delivers results fast (within 1 month) to hook the customer and move on to the next offers.
Front-end offers are also a great way to take advantage of the Halo Effect:
The Halo Effect is a cognitive mechanism where a positive perception of one aspect of a brand or product influences a person's opinion about the entire entity.
Essentially, you can have your prospects love your brand and become a life-long customer simply by overdelivering on the front-end offer.
By definition, front-end offers are just the beginning and lead to other types of offers for maximum LTV
After you’ve sold and delivered this front end offer, you should move the customer through your next offers:
Middle-end offer: It’s the offer that comes right after the front-end. You upsell your existing customers to an offer where you will help them more, or for a longer time.
Backend Offer: For clients seeking more value, present a higher-tier offer.
For the first $0 to $300K of my previous B2B agency, we relied on an easy entry offer. It helped us to gain trust, show expertise, and onboard new clients.
We started with a $1,000 front-end offer
Upsold to a $12,000 full service engagement
Offered a $5,000 coaching track for those wanting a hybrid approach
When should you use a front-end offer?
You should consider a front-end offer if:
You're struggling to convert cold leads into clients
Your website or content ecosystem presents too many choices
You want to build a clearer path from content → lead → client
This strategy works especially well if you’re building inbound with content. Social content builds trust. The front-end offer harnesses it.
5. A portfolio of offers will allow you to increase LTV and revenue across your business (but only if you do it correctly)
You’re not in the business of selling one thing. You’re in the business of solving one core problem at different levels of readiness, urgency, and investment.
This is where the Portfolio of Offers comes in:
Instead of forcing every lead into your flagship service or high-ticket program, you guide them into the right next step for where they are.
It varies, but the general portfolio of offers can look like:
Why the portfolio approach works
A portfolio of offers lets you:
Capture more demand (across different budget levels)
Increase lifetime value (by moving customers up the value ladder)
Diversify income (with less dependency on any one offer)
Leverage your content (by giving readers a clear next step)
One problem, many levels
As you can see, all my offers help solve the same strategic pain point of “content marketing” for B2B founders and marketers. But not all prospects are equal. Based on their level of readiness, urgency, and willingness to invest there is an offer available for them.
6. Install strategies to truly help your clients in the long term and increase lifetime value
A great offer gets the sale and a great system turns that one-time sale into multiple sales. If you want to build a sustainable and scalable business you need to optimize for Lifetime Value (LTV).
LTV is the total revenue a client brings over their entire relationship with your business. And when you increase it, you:
Can afford to pay more on acquisition (meaning you can outspend your competitors without affecting your profit)
Can scale faster
Have higher profit margins
Here’s how to do it:
1. Build continuity into your offers
Continuity is when your clients pay you regularly rather than just once.
Think:
Monthly retainers
Ongoing coaching memberships
Subscriptions to premium content or tools
Annual support packages or check-ins
By introducing continuity into your offers you reduce decision fatigue. They don’t have to “re-buy” your value every month, it just keeps showing up.
A perfect example is a monthly subscription to a core offer. You can have people subscribe for years.
2. Extend the relationship lifecycle
Ask yourself;
“How can I keep supporting the customer beyond the initial engagement”.
For example, instead of a 1-month SEO project where the customer leaves your business after the project is finished…
You could try:
Offering quarterly strategic reviews
Provide a “maintenance” or support phase after project delivery
Create VIP communities for clients
Send early access invites to new products or content.
When you stop treating delivery as the end of the relationship and start seeing it as the middle, your LTV will naturally grow.
3. Make it harder to leave than to stay
The best offers don’t just retain clients, they create switching friction.
You want clients to think:
“If I cancel, I lose access to all those templates, reports, or frameworks.”
“I’ll miss the private Slack group and monthly strategy drops.”
“I don’t want to start over with someone new.”
This isn’t manipulation by the way. It’s simply giving them so much value through your offer that they won’t want to leave.
4. Move from projects to partnerships
Project-based revenue ends when the deliverable does.
But partnerships grow over time.
Ask yourself:
Can I shift clients from fixed deliverables to a rolling strategy (e.g. monthly funnel optimization updates)
Can I offer “office hours” or fractional support after delivery?
Can I offer incentives for annual commitments instead of one-offs?
This changes your relationship from a vendor to a strategic partner.
LTV should be your #1 metric
It’s easy to chase the dopamine of getting new clients. But if you’re going to be in business for the long-run, the best metric for you to focus on is LTV. Always be asking yourself:
How long can I keep delivering value to the same person?
Because continuously acquiring new customers from scratch is one of the most inefficient business models.
7. How to price your offer so clients actually say “yes” and you make good profit
(These advices apply more to service businesses than SAAS where pricing depends mainly about your features, competition, and unique selling point)
One of the most paralyzing questions for B2B founders is:
“How should I price this?”
Most look outward: “What’s the market rate?”
But smart marketers look inward: “What’s the outcome worth to them?”
Your clients don’t pay you for the amount of hours you put into delivering your offer. They’re paying to make a painful, urgent, recognizable, expensive problem go away.
It’s not: “What would they pay”
It’s: “What would they pay to never deal with this again?”
That’s value-based pricing.
The 5 types of B2B offers (with 3 pricing tiers)
There is no one-size-fits-all. But most scalable B2B businesses build around these five offer types:
Here are a few options on how to optimize pricing for LTV:
Sell a high ticket offer directly through a discovery call + sales process (good for services).
Add a front-end offer before the high ticket to cover your CAC (good for services).
Sell a product with a subscription and aim to increase the price (good for SAAS or community).
Build an "offer ladder" with a low ticket offer, an upsell to a back end offer, and then to a back end offer (good for courses + coaching).
If you're still hesitating, sell a front end offer now to gather feedback and add another offer next.
Key pricing principles of value-based pricing
1. Price based on value, not time: Your clients care about outcomes, not effort. Package the transformation your offer brings them, not the hours.
2. Anchor your price against the cost of inaction: What does this problem cost them per month in lost revenue, churn, or inefficiency? If you solve a $50,000 problem, a $10,000 offer looks like a bargain.
3. Give your offer room to grow: Start lean if needed, but build your pricing so that it allows for future upsells, tiers, and exclusives.
Remember: You don’t charge for what you do. You charge for what changes because of what you do.
I keep repeating myself, but only because it’s true: We solve PURE problems.
The more PURE it is, the more money you can charge.
8. Case studies are the bridge between your current clients portfolio and your next 100 clients
In marketing, proof will always beat promises. You can talk about your offer all day. But what prospects really want to know is:
“Will it work for me?
That’s why case studies can often be your most powerful sales asset.
1. Show don’t tell
A case study demonstrates the outcome your offer delivers. You’ve proven you’ve gotten a real client, a real result.
2. Crush objections early
A great case study answers all these before they even come up.
“Will it work for us?”
“What kind of results can we expect?”
“How is this different from other services?”
3. Increase trust and confidence
A strong case study builds emotional and logical trust. It shows your offer isn’t just an idea, but a repeatable process with proven results.
4. Turn readers into leads
Case studies are the perfect lead magnet. They attract your ICP because they showcase the same problems and desired results your prospects are after.
How not to write a case study
Most “case studies” are just testimonials with a headline: “Client X grew revenue by 44%!” But that’s not a case study at all. It lacks context, depth, credibility, and believability.
A good case study will go in-depth about:
The client’s customer profile (so other prospects in that ICP can relate)
The problem that client faced
How your offer solved that problem
The transformation it gave them and
The overall takeaway others can learn from
When to use case studies
As a lead magnet to attract your ICP
As a follow-up asset after a sales call
On your offer landing page to boost conversions
In your email nurture sequences to build trust
As social content to create demand
If your offer works, you should be collecting, writing, and spreading as many successful case studies as you possibly can. I recommend even making it part of your delivery process by adding ‘case study collection’ to your project wrap-up.
Now you know how to build a great offer that sells
You now have the full blueprint for crafting, pricing, and scaling high-converting B2B offers.
We’ve covered:
Why a great offer beats great marketing
The difference between commoditized and proprietary offers
How to structure, test, and refine your offers step-by-step
The role of front-end offers and value ladders
How to increase Lifetime Value (LTV) through continuity and retention
How to price based on value, not time
And why case studies are your most powerful asset
If you’ve made it this far, congratulations. You now know more than most B2B founders and marketers when it comes to offer creation.
Here’s What to Do Next
Audit your current offer: Is it solving a PURE problem? Rate it against the 7 key factors of successful offers.
Map your offer ladder: Start simple. Entry → Core → High ticket.
Create one strong case study: And use it everywhere.
Look for ways to set up continuity: Subscriptions, retainers, or rolling access.
Refine your pricing: Make sure you’re selling outcomes, not your time.
Great offers don’t appear out of thin air. They’re crafted using the process above, tested on the market, then iterated until they’re perfect.
Start building or refining your offer today. Trust me, once you have a great offer, the rest of your marketing, sales, and content starts working better.
Good luck,
Alright, that’s the end of this edition. Hope it will help you to build your offer!
Pierre Herubel
This is pure gold ✨
I was day-dreaming recently about you doing this kind of things you know...
Where is the paid video course that comes with it please?
You know, the full end-to-end B2B framework for solopreneurs and agencies.