Lucas
B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
How B2B Marketers Use Competitive Displacement to Win
- Published
- June 14, 2026
- Duration
- 8:44
- Summary source
- description
- Last updated
- Jul 5, 2026
Discusses In episode 52 of B2B Marketing with Fexingo, Lucas and Luna dive into competitive displacement — the…
Summary
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 swit…
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Show notes
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 th