MARKETING

MARKETING STRATEGY
Today's customers spend only Only Commercial Insight disrupts the
17% of their buying journey customers’ purchase decision and motivates
action. This is done by teaching the
talking directly to suppliers.
customer something new about their
Engage them with content that business or industry and providing them with
helps them learn on their own. a compelling reason to change their status
quo.
Marketing organizations continue to spend
more and more producing content. Most of
We recommend injecting commercial
this content falls into one of three categories:
Insight when and where the customer is
general information, accepted information,
learning. A sound marketing strategy
or thought leadership, none of which
ensures your content breaks through the
sufficiently disrupts a customer's buying
noisy marketplace and is presented in a
journey and moves them in a different
consumable way, allowing the customer to
direction. As more marketing resource is
unpack more and more with each content
invested, it becomes increasingly difficult to
piece. A customer who has traversed this
prove marketing ROI.
learning path is a high quality lead, primed
and ready for a Sales conversation.
Engaging content must disrupt how a
customer thinks about their world, but in a
Our consultants can help you develop a
way that's favorable to the supplier’s unique
Challenger marketing strategy. Contact us
capability. In other words, content must be
for more information.
grounded in Commercial Insight.
Proportion of Time Spent in Key Buying Activities n = 750 B2B buyers. Source: CEB Research

Buyers spend more time learning through digital channels than any other activity across
i the buying process – including interacting (in-person and virtually) with sales reps.

30% 27%
22%
18% 17% 16%
15%

0%
Researching Meeting with Buying Researching Meeting with Potential Other
Independently, Group Independently, Suppliers
Online Offline

The Uncommon Customer Experience © 2018 Challenger Performance Optimization, Inc.

Marketing