The B2B Product Market Fit

It’s 2023, yet, we still suffer the consequences of the pandemic. Even though it was a disaster for the B2C businesses, B2B companies have seen a slowdown in economic activity and a decrease in demand for certain products and services. 

That’s why a B2B model has become a more attractive basis for lots of entrepreneurs after the pandemic. It’s more resilient to economic downturns because such businesses often have long-term contracts and recurring revenue streams, which can provide a more stable source of income. Among the most popular B2B ideas are Software-as-a-Service products, developing web based applications, consulting or outsourcing services, as well as logistics. 

If you’re among the founders that have chosen a B2B model for your future business, you should as well remember about product-market fit. What is it and why is it an absolute necessity for B2B companies? We’ll explain in this article.  

What is a product market fit for B2B business? 

Finding a B2B Product-market fit means aligning a company’s products or services with the needs and wants of its target market. It is the point at which a business has developed a product or service that meets the needs of a specific market, and is able to generate enough revenue to sustain and grow the business. 

Achieving a product-market fit in a B2B context requires a deep understanding of the target market, customers’ pain points, purchasing behavior, clear value proposition, and a well-defined go-to-market strategy. Finding your product market fit is crucial as even though the requirements are high, you get much more in result. E.g., you are very likely to build a loyal customer base, increase revenue, and scale their operations (at its least).

It’s important to note that product-market fit for B2B is not a one-time event, it’s a continuous process, and it’s important to measure it regularly and make changes as needed. This includes gathering feedback from customers, analyzing market trends or digital transformation ideas, and continuously improving the product or service in order to meet the evolving needs of the market.

A step-by-step process of achieving a B2B product-market fit

Here are the main steps to take when searching for a product-market fit: 

  1. Identify your target market. Make a thorough research of your target market to understand its demographics, pain points, and purchasing behaviors of the businesses you are trying to reach. Talking to your potential customers is extremely important in this case. Analyze the gathered data and make up your mind on how you’ll address the found needs – it will be helpful while building your future product strategy. 
  2. Conduct market research. On this step, gather information about the market size, trends, and competitors to understand the potential for your product or service. Include the found data to your go-to-market strategy.  
  3. Develop a value proposition. Defining a value proposition means clearly communicating how your product or service solves the problems of your target market. Form a value proposition so that it answers the specific needs of your target market and stands out from the competition. 
  4. Test and validate. Conduct market validation tests to gather feedback from potential customers. What we mean is conducting market validation tests, like focus groups, surveys, or beta testing, to gather feedback from potential customers. Based on the collected feedback, iterate on your product or service as needed.
  5. Continuously monitor and improve. Continuously gather feedback from customers, and use that feedback to improve your product or service. Don’t forget to analyze the market trends, and make changes to your product or service according to collected data. Market and customer needs are always evolving, and it’s important to stay ahead of them in order to maintain your product-market fit.

How to measure product market fit?

As you’ve found your B2B product-market fit, it’s only natural to wonder what are the specific metrics that can help you identify the success of the work done. 

So, here are some of the metrics that can assist you in measuring your product-market fit: 

  1. Customer feedback. As we’ve already mentioned, this is one of the best ways to measure product-market fit. This can be done through surveys, interviews, or focus groups. As a result, you’ll get an understanding of how customers perceive your product or service and how it meets their needs, thus, gauge whether you have achieved product-market fit.
  2. Sales and revenue. Just look at your sales and revenue numbers. If your product or service is resonating with customers, you should see an increase. Seeing a growth in your sales is nothing but a sign of moving in the right direction, which means you’ve found your product-market fit. As simple as it is. 
  3. Net Promoter Score (NPS). NPS is a measure of customer loyalty and satisfaction, and is often used to gauge product-market fit. As you could’ve guessed already, a high NPS score indicates that customers are satisfied with your product or service and are likely to recommend it to others.
  4. Customer retention. Measuring customer retention is another way to gauge product-market fit. High retention rates indicate that customers are satisfied with your product or service, and are less likely to switch to a competitor.
  5. Market share. Take a peek at the market share of your company – is it increasing or remaining stable? If the answer’s ‘yes’,  it means that your product or service is meeting the needs of the market and it’s likely that you have found a good product-market fit.

It’s important to note that product-market fit is not a one-time event, it’s a continuous process, and it’s important to measure it regularly and make changes as needed!

What are the next steps after finding a product market fit?

So, you’ve found a product-market fit. What’s next? Should you work towards it forever to be successful? Or, are there extra steps you can take to ensure your business is up and running as long as possible? 

As we mentioned before, it’s a must for product-market fit to be a continuous process, which you cannot just find and then let it take its course without regular monitoring. 

So, we’ve compiled a list of things that need to be done after you found a product-market fit for your B2B business in order to preserve its success:

  1. Customer acquisition. With product-market fit established, it’s time to focus on acquiring new customers to secure a regular income. If you haven’t done it yet, you should consider developing a sales and marketing strategy, building a team, responsible for putting it into practice, and creating a strong online presence.
  2. Optimize the pricing. You should continuously monitor not only customers’ behavior, but fluctuations on the market and your direct competitors. This will allow you to optimize the prices, pricing plans, and create opportunities to earn more, while keeping your customers happy. 
  3. Continuously improve the product or services. Similarly to optimizing the pricing, you should continuously look into ways for refining your product or services. Customer feedback and market trends will be of great value in this case, too. 
  4. Boost operational efficiency. It’s important to keep the operational processes in mind and review efficiency practices in order to handle the increased demand.
  5. Scale your B2B business. Once you have gathered a stable customer base, secured the funds, and prepared for increased demand, you should think about the ways to grow the company and multiply your revenue. This could include expanding into new markets, increasing production capacity, and hiring more staff.
  6. Build a brand. The main purpose of building a strong brand is to differentiate your business from competitors, and increase customer loyalty. Usually, businesses start building a recognizable brand image, when they are mature enough and capable to deliver for a significantly larger customer base. 
  7. Create a sustainable business model. It’s essential to have a sustainable business model to ensure that your business can scale and grow in the long-term. That’s why even after finding a product-market fit, you can realize that in the long run you should change certain practices in your company, or change the model whatsoever. Some of the post-product-fit practices include diversifying revenue streams, creating partnerships and seeking funding.

By taking these steps, your B2B business can solidify its position in the market and grow its customer base, leading to long-term success.


Achieving product-market fit is essential for the long-term growth and success of a business, including securing funding from investors. It entails providing the appropriate product or service to the right target market, which in turn allows for forecasting future sales. Understanding the market and having a clear sales forecast are crucial elements for venture capitalists to consider. By incorporating the key learnings outlined in this guide, you will have a clear roadmap for achieving product-market fit and scaling your business effectively.

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