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Boat on Ice

Challenger™ Marketing

Based on CEB's books The Challenger Sale and The Challenger Customer

Without Commercial Insight, Your Thought Leadership is Doomed to Fail

B2B buyers are learning on their own and delaying their contact with suppliers until late in the purchase. Most B2B marketers are fighting back with thought leadership—but this simply won't work.

Challenger Marketing Infographic

"I'm a Demand Generation Manager in a Challenger™ Organization. What Do I Do Differently?"

Learn the approach being used by leading demand generation managers in 10 minutes or less.

Download the Demand Generation Marketing Guide

"I'm a Field Marketer in a Challenger™ Organization. What Do I Do Differently?"

Learn the approach being used by leading field marketers in 10 minutes or less.

Download the Field Marketing Guide

"I'm a Product Marketer in a Challenger™ Organization. What Do I Do Differently?"

Learn the approach being used by leading product marketers in 10 minutes or less.

Download the Product Marketing Guide

"I'm a Channel Marketing Manager in a Challenger™ Organization. What Do I Do Differently?"

Learn the approach being used by leading channel marketing managers in 10 minutes or less.

Download the Channel Marketing Manager Guide

Don't Teach; Unteach

Most thought leadership tries to teach customers something they don’t already know or believe about their business—often grounded in future trends or technology shifts.  It’s about their future business.  What their business could be

But thought leadership rarely changes the customer’s direction in the buying process.  And that means the same old purchase criteria and the same old price-driven competition.

The Challenger marketing approach unteaches customers something they already know or believe about the way their business currently operates.  Today. Only this kind of mental disruption can reliably reset the customer’s choice of purchase criteria decisively in your favor.  As a result, organizations using our Challenger marketing strategy employ four essential elements.

Challenger™ is a registered trademark of CEB.


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