How B2B Marketers Use Competitive Displacement to Win

In episode 52 of B2B Marketing with Fexingo, Lucas and Luna dive into competitive displacement — the art of dislodging an incumbent vendor in enterprise sales. They break down the three-phase framework from a real Salesforce vs. HubSpot CRM battle, where the seller used the 'Win by Not Losing' playbook: mapping the incumbent's pain points, building a switching coalition, and crafting a comparative total cost of ownership model. Lucas explains why competitive displacement deals take 40% longer than greenfield opportunities and how marketers can arm sales with battle cards that actually get used. Luna shares a counterintuitive insight from Gartner data: only 18% of enterprise buyers want to hear why a competitor is bad. The episode closes with a look at how the best displacement campaigns treat the buyer's switching anxiety as the core problem, not the competitor's features. #B2BMarketing #CompetitiveDisplacement #Salesforce #HubSpot #CMO #EnterpriseSales #BattleCards #TCO #SwitchingCosts #DisplacementStrategy #Incumbent #MarketingOps #DemandGen #ABM #B2BSales #FexingoBusiness #BusinessPodcast #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo