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The Challenger Customer•New Realities of B2B Buying and Selling
Bryan EhrenfreundVP SalesMobivity
@ehrenfreund
Mobivity helps restaurant and retail brands realize their strategy of growing their businessby increasing customer frequency, engagement, and spend. Our clients take validated
marketing actions through ALL appropriate channels - traditional, digital, and mobile -based on relevant, localized, targeted, and personalized messages and incentives.
Trusted by over 40,000 locations nationwide. 40 Million targeted impressions processed per month.
About Mobivity (Ticker: MFON)
FOUR MAJOR SHIFTS IN B2B SELL ING
1 - Self Empowered Buyer
2 - Role of Content
3 - Number of People Involved in the Buying Process
4 - Selling Change
65-85%OFEVALUATIONSARECOMPLETEDBEFOREAREPENGAGES**CorporateExecutiveBoard,Aberdeen&SiriusDecisions
SALESREP
INFOSCARCITY INFOABUNDANCE
THE SELF EMPOWERED BUYER
Information Scarcity
Information Abundance
SHIFT IN POW ER
Self-education
Sales Engagement
Sales
Self-education Sales Engagement
Marketing
DEMAND T YPE AL IGNMENTContent should align with demand type…
New ConceptØ Disruptive solution not
widely considered because buyer unaware of problem.
Ø No budget.Ø Requires issue creation.Ø Buyer typically goes
through entire buying cycle.
Ø Messaging focus on bringing attention to the problem and positioning market leadership.
New ParadigmØ Retools existing process
and solves a current problem more effectively.
Ø Replaces a current budget line item.
Ø Buyer typically enters cycle in Phase 2 -Solution.
Ø Messaging focus on creating consideration and process/solution change.
Established MarketØ Necessary solution in a
highly competitive market, so goal is displacing market share.
Ø Budget exists.Ø Buyer typically enters
cycle in Phase 3 – Vendor Selection.
Ø Messaging focus on competitive positioning and creating preference for new provider.
Source: SiriusDecisions
Create awareness
around a new problem
Align problem with
business issues; drive
urgency
Help buyer
identify needs in solving
the problem
Align solution
with specific sets of
business needs
Demonstrate core features
and functionality
Validate/reinforce choice
INTEGRATED MESSAGING STRATEGY OUTPUTThe goal is to align demand type with buying cycle phase, messaging framework, and an optimized touch strategy.
Loosening of the
status quoCommitting to change
Exploring possible solutions
Committing to a solution
Justifying the decision
Making the selection
Education Solution Vendor Selection
BUYING CYCLE
TOUCHES
NEW CONCEPTNEW PARADIGM
ESTABLISHED MARKET
Education Education Solution
T1 T2 T3
Solution Solution Selection
T1 T2 T3
Selection Selection Selection
T1 T2 T3
MESSAGINGReputation Demand Creation Sales Enablement
White Paper Webinar Case Study White Paper Event Webinar Analyst Report Case Study Peer Interaction
Source: SiriusDecisions
CEB – COMMERCIAL INSIGHT
SELF EMPOW ERED BUYER
Source – CEB analysis
# STAKEHOLDERS INVOLVED IN B2B BUSINESS DECISION T ODAY
5.4 Different People
Source – CEB analysis
5.4 DIFFERENT PERSPECTIVES
Source – CEB analysis
TRACK ‘ EM DOWN, WIN ‘EM OVER
Stakeholder 1: CIO
Rep Angle: Minimal work-flow disruption
Positioning: Seamless integration with legacy systems
Stakeholder “Closed”
Stakeholder 2: Financial Analyst
Rep Angle: Cost savings
Positioning: Write-off of existing platform
Stakeholder “Closed”
Stakeholder 3: Marketer
Rep Angle: Deeper customer segmentation
Positioning: Develop effective segmentation targeting strategies
Stakeholder “Closed”
1. Accessing Individuals
2. C
losi
ng In
divi
dual
s
Source – CEB analysis
CEB – B2B PURCHASE L IKEL IHOOD DROPS AS BUYING T EAM SIZ E GROW S
BUYER GROUP CONSENSUS CHAL L ENGE
1.5
Stakeholder Diversity Index
Stak
ehol
der
Dysf
unct
ion
Inde
x
2.0
2.5
2.5 4.0 5.5
Stakeholders don’t have a fair say
Stakeholders avoid discussions of key issues
Stakeholders have multiple disagreementsKinds of dysfunction:
THE REAL ENEMY
Source – CEB analysis
How to Win New Customers Communicate Value
Motivate Change Get Attention and Gain Interest
CEB – CHALLENGER CUSTOMERS MOST LIKELY TO CHANGE WHEN …
The Mobilizers The Talkers
THE MOBIL IZER
Source – CEB analysis
Information empowered, self-educating buyers think they know (or should know)
• Problems
• Options
• How to decide and buy
Operate in stealth mode – hard to find, get found, get engaged, selling time, effort, skill levels
Fatigue:
• Change; Information; Technology
• Products/features; Vendors; Sales people
• Business problems; To Do lists
• Organizational impediments
Prefer Status Quo; “good enough;”
Buyers don't care about your products, features or even "value proposition"
Buyers can't understand or differentiate, so …
Commoditize vendors, products, features, value
They don't want to buy your products – only what products will do for them
Companies don’t buy, people don’t buy, _____________ buy
NEW REALI T I ES O F B2 B BUYI NG AND SELL I NG
IN SUMMARY
• The Challenger Customer
• Unpacking Challenger Customer Insights - Blog post http://www.avitage.com/unpacking-challenger-customer-insights/
RESOURCES
