Why do customers buy? At first glance one may think they are buying a product or a service. But what they are really buying are beneficial outcomes. When a farmer or rancher buys a Ford F-150 pickup truck, she is certainly buying the ability to move things (bags of seed, tools, fencing materials), along with the assurance that comes from owning the #1 brand in the industry, the social approval that comes from staying within the Ford family, and maybe even the pleasure of hearing the exhaust rumble every time it starts. The full package of beneficial outcomes that come from a purchase is called the value proposition. All products have a value proposition that the company should manage, and that proposition is determined by many more factors than miles per gallon for a pickup truck or projected yield-per-acre for a corn hybrid. The business-to-business (B2B) marketing session will explore the different dimensions of value, with an eye towards identifying action that companies, large and small, can take to have value propositions that are defensible and sustainable. Topics such as market segmentation, brand management, and relationship management will be discussed.