B2B Customer Pain Points: 5 Ways to Identify and Solve Them (Using Events)

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Introduction

Understanding customer pain points is the fulcrum of effective B2B sales. Events provide a rare opportunity: you can listen deeply, validate problems, and prototype solutions with decision-makers in real time. Below are five pragmatic approaches — all event-enabled — to identify pain and convert it into sales outcomes.

1. Structured listening sessions at roundtables

Use the roundtable to ask targeted questions under the cover of peer learning. Moderators can guide the conversation to reveal root causes rather than surface symptoms.

Tactics

  • Pre-circulate 2–3 problem-focused prompts.
  • Use SOW-style (Situation, Obstacle, Why) prompts to elicit causal detail.
  • Capture anonymised quotes and themes for segmentation.

2. Pre-event intent surveys & micro-interviews

Short pre-event surveys not only inform session design but reveal intent and readiness to act.

Tactics

  • Ask 3 quick intent questions: top 3 priorities, current blockers, likelihood to consider vendor help.
  • Use variance in responses to tailor seating and breakout focuses.

3. Use masterclasses to prototype solutions

Masterclasses let you test solution narratives and observe reaction. If an idea resonates, you’ve found a validated pain-solution fit.

Tactics

  • Present a short use-case or prototype and collect immediate feedback.
  • Use live polls to quantify interest for follow-up pilots.

4. Post-event analytics & follow-ups

Combine human insight with data. Tag attendees with expressed pain points and prioritise follow-up based on severity and fit.

Tactics

  • CRM tagging by pain cluster.
  • Assign follow-up owners with suggested playbooks for each cluster.

5. Leverage partner ecosystems and sponsors

Partners bring complementary perspectives and can help triangulate pain. Sponsored sessions often attract audiences willing to discuss operational friction.

Tactics

  • Invite a partner to co-host a problem-solving session.
  • Use partner networks to recruit the right attendee mix.

How Clavent helps

Clavent blends qualitative listening and quantitative capture: bespoke pre-event surveys, expert moderation to probe root causes, and systematic post-event triage into sales plays. That means pain becomes an input to campaigns — not a guessing game.

Example

A security software company used Clavent roundtables to surface operational security gaps across 20 enterprises. Patterns emerged (lack of telemetry, slow incident response), enabling the vendor to design a targeted pilot that converted 2x faster than traditional outreach.

Takeaway

Use events as research labs: plan structured listening, prototype solutions, and convert insights to targeted follow-up.

CTA: Want Clavent to run pain-discovery roundtables for your top accounts? Schedule a call with Clavent.

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