Challenger Marketing™

The right message. The right time. The right way.


Less Attention,
Lower Yield

Research shows an increasingly hard-to-reach customer.

of customers tune out your marketing efforts
of customers retaliate after an undesired contact
of companies plan to increase content marketing spend
Median MQL conversion rate to revenue
Challenger Insights Break Through the Noise

Challenger Insights Break Through the Noise

Customers are most likely to reset buying criteria when confronted with surprising information about their business.

Develop a marketing strategy for today's buyer

Today's customers spend only 17% of the total buying journey talking directly to suppliers. Engage them with content that helps them learn on their own.

Train B2B marketing as a unique profession

As many as 70% of marketing professionals report having no formal marketing background. Train and develop them to take a customer-centric approach to their work.

Deliver a message that changes minds

Marketers currently capture, at best, 12% of a customer's mindshare across the buying journey. Use commercial insight to cut through the clutter and drive change.

Teach customers at every touchpoint

Customers tune out the majority of content marketing and demand generation activities. Weave commercial insight into all touchpoints of your marketing ecosystem.

Find and sustain what works

Only 33% of organizations are confident in the connection between their marketing activities and business metrics. Adopt a ruthless dedication to review and measurement.

Challenger in the Marketing Function

Producing content that resets buying criteria and leads effectively to your solutions requires both org-level strategy and individual marketer capability.

Powerful Insight, Less Effort

Marketing, Sales and Service must work together to bring commercial insight and reduce effort in the customer's buying and service journey.

Our Marketing Solutions

Our Marketing Solutions

Our portfolio of marketing training and consulting solutions includes the building and activating of go-to-market messaging, along with marketing strategy and individual marketer skill development. Offerings are typically bundled and can be flexibly deployed, either as fully digital or a combination of in person and digital.

Protecting Our People
Protecting Our People

The Insight Moment

Protecting our hands means <span>protecting our people</span>

Protecting our hands means protecting our people

Kimberly-Clark redefined success when they discovered how much their customers were losing to preventable sick days.


In the highly commoditized consumer packaged goods industry, Kimberly-Clark was searching for a way to differentiate. We helped the organization derive research-based commercial insights and craft messages that uncovered powerful invisible truths about their customers’ businesses. Challenger marketing shifted the conversation to Kimberly-Clark’s unique differentiators and away from features and benefits, turning the organization into a trusted partner rather than just a vendor.


Challenger helped evolve how Kimberly-Clark communicated their value. While the company previously cited that their products kill 98% of germs and regularly offered discount packages, the Challenger Messaging process revealed a more compelling reason to buy: 5.3% of payroll is dedicated to illness-related employee absences! Imagine eliminating this issue by keeping employees healthy every day in partnership with Kimberly-Clark.


Customers felt that I was bringing value and knowledge to their business.

Professional Sales Representative


A Decade of Wisdom

A decade of wisdom

The authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now, their latest research reveals something even more surprising: Being a Challenger seller isn’t enough. Your success or failure also depends on who you challenge.

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