# How B2B Marketers Use Competitive Displacement to Win

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Text version: https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669/how-b2b-marketers-use-competitive-displacement-to-win.md
Podcast: [B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles](https://stenobird.com/podcast/b2b-marketing-with-fexingo-enterprise-demand-gen-abm-and-long-sales-cycles-7871669)
Published: 2026-06-14T17:59:38+00:00
Episode link: https://audio.fexingo.com/business/b2b-marketing/episode-0052.mp3
Audio file: https://audio.fexingo.com/business/b2b-marketing/episode-0052.mp3
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Duration seconds: 524

## Resource

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

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