Leveraging the research that built The Challenger Sale and The Challenger Customer, we help clients discover insights that shift how customers think.

Deliver messaging that resonates

Can buyers differentiate your value from competitors? Does your messaging connect with them personally? If you only speak in the language of business value the only thing your audience will hear is noise.

How’s it work?

Our approach is workshop driven. We combine the intelligence of the sales, marketing and product organizations to discover insights about their audience. Using proprietary frameworks and a disciplined approach to look outside in we unlock insight that are hiding in plain sight.

Workshop 01 – Audience Mapping
  • Are we reaching the right audiences?
  • Who is the primary audience?
  • Do we have the right message?
Workshop 02 – Discovery Process
  • How does our audience think about their business, customers, the market?
  • What are they missing? What’s changed?
  • What is the key insight that shifts their thinking? 
Workshop 03 – Framing Value
  • How do we use this insight to position our value?
  • How do we communicate it so that it gets their attention?
  • How do we convince them to shift their thinking in a way that leads them back to our solution?
Lead your audience to your offering, don’t lead with it.
We identify the most efficient routes over “the gap”, or in other words, the distance between a decision maker’s existing mindset and the desired mindset. If traversed successfully, you will have a new advocate by your side for your product or solution.

Unparalleled Experience

Did you know that the founder of Carbon Design co-developed Challenger Marketing? In the fall of 2014 Pat Spenner, one of the co-authors of The Challenger Customer and Scott Gillum mapped out what would become Challenger Marketing from the research conducted for the book. Today, Carbon Design is the only agency that is certified to build and execute Challenger Marketing by Challenger Inc.

“Finding the key insight through this research and data lead process of basically allowed us to double our sales.”
CMO

Life sciences Company

“Carbon Design works with our clients to ensure that they are able to convert their commercial insights and messaging into marketing material that changes audiences’ minds resulting in more sales.”
Spencer Wixom

Chief Customer Officer at Challenger

Create Breakthrough Messaging

Reposition in the Market

Connect with audience preferences by using their language and needs

Breakdown Preconceived Perceptions

Break through established mental models

Improve Storytelling

Let audiences lead themselves to your solutions

Challenge Business as Usual

Align the right resources to the highest probability leads to reduce costs

Create Separation from Competitors

Increase speed and efficiency by understanding exact language by audience type

Content Marketing

Focus on fewer but better campaigns by getting and keep the right people’s attention

Buyer Journey

Focus on fewer but better campaigns by getting and keep the right people’s attention

Account-Based Marketing

Improve campaign performance and contact engagement

Learn more about what it takes to differentiate your message in the market

Click the titles below to start learning more

Understanding the Audience

Here are a few quick and easy steps to improve B2B messaging effectiveness.

Messaging to the Value Chain

Discover how adding “value” to the value chain can unlock monumental growth.

Getting Messaging Right

Read how the right amount of messaging plays a role in how audiences respond to you.

Making Your Message Connect

Understand buyers at a deeper level, do that, and the tools will begin to work better.

Discover how breakthrough messaging can do just that.
Contact Us.

sales@carbondesign.com