This paper explores practices associated with involving customers in the pricing process of new digital offerings in a business-to-business context (B2B), including the degree and timing of engagement, as well as the related challenges. The scientific contribution is related to testing and innovative pricing of digital offerings used in production, manufacturing, and construction contexts, and four pricing tests in four different organizations are presented and analyzed. Data were collected in a multifaceted approach using a diverse set of information sources, including semi structured interviews, workshops, internal documents, and email conversations. Results show that traditional pricing practices and product logic mind-sets are hard to break andit's difficult to create a mind-set focused on values. The results indicate that a key to increasing and achieving a deeper degree of customer involvement in B2B-context is to engage the sales organizations.