Challenger Marketing eBook

7/22/2019 Challenger Marketing eBook

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Competing in Todays B2B Battleground

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IntroducingChallengerMarketing
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B2B buying will never be the same.

Customers are cutting suppliersout of their learning...

and theyre getting more andmore of their information fromoutside sources.

DefineNeeds

LearnAssess

Options

MakeDecisions

Todays customers are typically 57% of the waythrough their purchase process before they contactsuppliers. Marketing needs to be present wherecustomers are doing the bulk of their learning.

Suppliers today account for less than one-half of allinformation that buyers use to aid in their purchasedecisions. This means that depending on how manyalternative suppliers are being considered, any givensupplier likely will receive no more than 10%15%share of mind.

Information from

Suppliers

Historical Historical

Information from

Non-Supplier Sources

Today Today

Customer EngagesSupplier
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The Challenger Sale hasdisrupted the world of sales byupending conventional wisdomabout what matters most forhigh performance in selling.The book showed that the bestsales reps are no longer therelationship builders but rather

the Challengers.

ChallengerReps pushcustomers thinking and disrupt

purchase cycles. Three things that Challengers do withtheir customers:

Teach them new insights about their business.

Tailor messages for resonance acrossprospective buyers.

Take control of the sale using the credibility gained

with their insight.

The Challenger Salerevealed that the winning sales

reps lead with insight...

so, how can marketers take the same approach?

Percentage of high-performing sales reps in complex

sales environments

The Challenger

The Lone Wolf

The Hard Worker

The Problem Solver

The Relationship Builder

25%

19%

7%

4%

54%
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Marketers often run to content marketing,

but its not fixing lead generation.

of B2Bmarketers

are anchoring their leadgeneration strategies

around content marketing.

But sales leaders rank leadgeneration efforts dead lastin terms of effectiveness inhelping them do their job.

Marketers are trying toposition themselves asthought leaders, but it isntleading to commercial results.

Source: CEB Commercial Insight Diagnostic, CEB Research

Effectiveness of Marketing Efforts (Scale of 15)

Commercial Strategy 3.13

Brand Development 3.04

Sales Support 2.94

Customer Segmentation 2.92

Analytics and CRM 2.75

Lead Generation 2.53

90%
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Most content fails to generate leads because its

based on thought leadership, not insight.

Insight

Thought Leadership

Accepted Information

General Information

Commercial

InsightA compelling, defensible perspectivefrom a supplier that materially impactsa customers performance and directlyleads back to their unique capabilities

Commercial Insight:

The Content Marketing Hierarchy Marketers create many flavors of content intheir aspiration to achieve thought leadership,but only one type of content will produce thedesired commercial impact.
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Dont Teach. Unteach.

Thought leadership teaches customers something

about what they could be doingin their business.

Content Focus: Benefits of alternate action

Commercial insight unteaches customers something

theyare currently doing in their business.

Content Focus: Costs of current behavior

The key difference between thought leadership and commercial insight:

Marketers create too much mediocre content in the name of looking smart or being helpful.It doesnt move the commercial needle and only adds to the noise. Marketers creating contentthat lacks the ability to disrupt customer priorities should stop it. Kill it. Never create it in the

first place. Period.6
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Commercial Insight

Content challenging customers current

thinkingthis will more reliably reset the

customers purchase criteria decisively in the

suppliers favor.

!

Create content paths that lead to commercial insight and disrupt customerpurchase processes.

Personalize the PainPresent the problem as it relates to the customers

specific business using benchmarking tools, paincalculators, and diagnostics

3

1Spark ConcernBuild interest in an underappreciated business

problem with provocative infographics, data, and

factoids.

2Scope the ProblemPresent evidence, testimonials, and frameworks

illustrating the hidden dynamics of the problem.

How to cut through the noise
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Meet the Challenger marketer.

Challenger marketers disrupt purchase processes by generating commercial insight,amplifying that insight in the market and through the sales force. These marketersdevelop a deep understanding of customers, take an investigative approach to their

jobs, and possess savviness beyond marketing.

Possesses experiencebeyond Marketing

Background in Consultingor Strategy Planning

Focused on businessobjectives ahead ofmarketing metrics.

Understands customerpurchase motivatorsand decisions

Synthesizes action plansfrom customer interactions,observations, and data

Tailors and contextualizesinformation

BusinessSavvy

Investigative

Customer Native

Thrives in an ambiguousenvironment

Analyzes outliers

Decisive, but not overly

confident.

Hallmarks of a Challenger Marketer
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Marketing and sales roles:

from handoff to collaboration

Build Content toEngage Prospects

Position Supplier

as Thought Leader

Generate and

Nurture Leads

Prove Superiorityof Supplier Value

Proposition

Navigate and Align

Buying Center

Stakeholders

Close Deals

Marketing Sales

Traditional Sales Funnels

Partner with Sales todevelop commercial

insight.

Create the conditions

and content that

enable Sales to build

prospect relationships

in the pre-funnel.

Co-design demandgeneration and

content strategy

that disrupts how

customers think

of their own business.

Collaborate with Sales

to equip reps with

Challenger collateral.

3

3

3

4

1 1 1

2

2 2

Sales Funnels for ChallengerMarketers

Marketing

Sales

9
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The Challenger Sale from CEB

@CEB_Challenger

Take the Next Steps

CEBMarketingLeadership Council

Challenger Marketing Series

Getting Paid for Content

MarketingDisrupting Customer Buying Criteria

This study may not be reproduced or redistributed withoutthe expressed permission of The Corporate Executive Board

Company.

Assess Your ChallengerReadiness CEB Report: Getting Paid for Content Marketing

Roadmap to Building a

Challenger Commercial

Organization

Challenger Marketing Series

www.thechallengersale.com/marketing
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