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The challenger customer

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The average B2B decision-making group includes 5.4 buyers, and the likelihood of a purchase decision being made drops to 30 per cent with that number. B2B sales and marketing teams need more than just a great product or service to win over often skeptical and disparate buying groups. Complex deals require consensus among a wide range of stakeholders across the organisation. To win bigger deals, sales and marketing must work to identify challenger customers, to forge a healthy consensus.This whitepaper from CEB unveils research-based tools that will help you distinguish the 'mobilisers' in any organisation. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organisation. 

The average B2B decision-making group includes 5.4 buyers, and the likelihood of a purchase decision being made drops to 30 per cent with that number. B2B sales and marketing teams need more than just a great product or service to win over often skeptical and disparate buying groups. Complex deals require consensus among a wide range of stakeholders across the organisation. To win bigger deals, sales and marketing must work to identify challenger customers, to forge a healthy consensus.

This whitepaper from CEB unveils research-based tools that will help you distinguish the ‘mobilisers’ in any organisation. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organisation.

 

B2B Ignite Agenda - 2025
  • Brand, Content, Creative & Campaigns, Customer experience [CX], Data and Insights, Marketing operations and technology [MarTech], Strategy and Evolution

The B2B Ignite 2025 Agenda

  • Brand, Content, Creative & Campaigns, Customer experience [CX], Data and Insights, Marketing operations and technology [MarTech], Strategy and Evolution
The B2B Ignite 2025 agenda is packed with exclusive research, insights, and evidence to show you what’s changed in B2B, and what’s coming next. You’ll hear detailed, no-holds-barred case studies: exactly what’s working, and what’s
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  • Customer experience [CX]

What is customer knowledge sharing and why is it important?

  • Customer experience [CX]

The report emphasizes the importance of customer knowledge sharing in today’s competitive market, where customers demand instant, personalized, and relevant information. Traditional methods of customer engagement are failing as they often make it difficult for

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  • Customer experience [CX], Data and Insights

Accelerate Prospect-Conversion using Customer-Intent Data

  • Customer experience [CX], Data and Insights
Effectively targeting and communicating with the companies most likely to purchase your solutions is the prime goal of any business.

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Propolis helps B2B marketers confidently build the right strategies and skills to drive growth and prove their impact.

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