Challenger Marketing: Succeeding In Today’s B2B Battleground
 

Challenger Marketing: Succeeding In Today’s B2B Battleground

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    Challenger Marketing: Succeeding In Today’s B2B Battleground Challenger Marketing: Succeeding In Today’s B2B Battleground Presentation Transcript

    • Challenger Marketing Succeeding in Today’s B2B Battleground © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • THE FIVE PROFILES OF SALES REPS • Always goes the extra mile • Doesn’t give up easily • Self-motivated • Interested in feedback and development • Always has a different view of the world • Understands the customer’s business • Loves to debate • Pushes the customer • Builds strong customer advocates • Generous in giving time to help others • Gets along with everyone Hard Worker Challenger Relationship Builder • Reliably responds • Ensures that all problems are solved • Detail oriented • Follows own instincts • Self-assured • Independent Lone Wolf Problem Solver © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Understanding Challenger THE CHALLENGER MARKETING JOURNEY (PART 1) Selling to Empowered Customers Building Commercial Insight Defining Commercial Insight Finding the Right Talent Creating a Content Ecosystem Rethinking Lead Management Measuring Success © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Selling to Empowered Customers
    • IT ALL MADE SENSE Core Beliefs Customer Centricity Customer Relationships Customer Understanding Customer Value © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • A DIFFERENT KIND OF BUYING 57% Customer Due Diligence Begins Customer Purchase Decision Customer Contacts Supplier © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • 0.013 (0.047) (0.096) (0.132) MagnitudeofDriverImpact 0.446 Representing a Smart/Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find DRIVERS CHANGING A CUSTOMERS’ DIRECTION Non-Statistically Significant Drivers © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • 0.013 (0.047) (0.096) (0.132) 0.446 Representing a Smart/Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Statistically Significant Drivers Teaching Customer about Their Business Needs/ Challenges Providing Customer Compelling Reasons to Take Action DRIVERS CHANGING A CUSTOMERS’ DIRECTION Non-Statistically Significant Drivers 0.302 0.446 MagnitudeofDriverImpact © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Defining Commercial Insight
    • THE SWEET SPOT OF CUSTOMER FOCUS © 2014 The Corporate Executive Board Company. All Rights Reserved. General Information Accepted Information Thought Leadership Insight Commercial Insight
    • BREAK DOWN THE A, THEN BUILD UP THE B A B © 2014 The Corporate Executive Board Company. All Rights Reserved. Current Beliefs/Behavior Desired Beliefs/Behavior
    • Creating Commercial Insight
    • Current Behavior Current Mental Model Desired Mental Model Desired Behavior THE BIGGER TASK © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Creating a Content Ecosystem
    • Current Customer Journey through Content Customer Journey on Marketing-Laid Disruptive Path Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Your Content Your Content Your Content Your Content Your Content Your Content Your Content Your Content Your Content Your Content Your Content Customer Thinks: “They have some smart things to say…” Customer Thinks: “I need to change what I am doing…” Content Content Content Content Your Content Your Content Your Content Your Content Your Content Your Content Your Content Your ContentYour Content Content Content Content Content Content Content ContentContent Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Your Content BUILDING A PATH TO DISRUPTION © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Breaking Down the “A” Commercial Insight Spark Concern Spark Intrigue Introduce the Solution Building up the “B” Introduce the Problem Personalize the Pain Personalize the Gain ALL CONTENT ROADS SHOULD LEAD TO INSIGHT © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Rethinking Lead Management
    • Breaking Down the “A” Commercial Insight Spark Concern Spark Intrigue Introduce the Solution Building up the “B” Introduce the Problem Personalize the Pain Personalize the Gain TRACKING CONSUMPTION OF DISRUPTION © 2014 The Corporate Executive Board Company. All Rights Reserved.
    • Understanding Challenger Selling to Empowered Customers Building Commercial Insight Defining Commercial Insight Finding the Right Talent Creating a Content Ecosystem Rethinking Lead Management Measuring Success © 2014 The Corporate Executive Board Company. All Rights Reserved. THE CHALLENGER MARKETING JOURNEY (PART 1)
    • Understanding Challenger Selling to Customer Consensus Redefining Value for B2B Creating Common Ground Reducing Perceived Risks to Mobilize Equipping Mobilizers to Mobilize Creating Collective Learning Redesigning Customer Experience © 2014 The Corporate Executive Board Company. All Rights Reserved. THE CHALLENGER MARKETING JOURNEY (PART 2)
    • 5 QUESTIONS TO KEEP YOU UP AT NIGHT © 2014 The Corporate Executive Board Company. All Rights Reserved. 1.Do you know where your customers learn? 2.Are you present where your customers learn? 3.Are you teaching customers or unteaching them? 4.Does your insight lead exclusively to you? 5.Are you building Challenger reps—or a Challenger organization?