When it comes to B2B sales, Champions are your secret weapon and your superhero sidekicks - the Robin to your Batman, the Watson to your Holmes. Champions are the people who love your product so much they’ll shout about it from the rooftops (or at least mention it in a team meeting!). Within MEDDPICC, these people are game-changers, and nurturing them is key to driving successful, long-term customer relationships. And this is where marketing comes in.
Why Marketing Should Care About Champions
Traditionally, nurturing Champions might seem like a Sales job, but here’s the twist: marketing can (and should) play a huge role here. Marketing already does a lot of the groundwork for Champion building. It’s in the DNA. With a little strategy and the right resources, marketing can take Champion development to new heights. So, how can marketing help transform someone into the hero your sales team needs?
Content That Turns Champions into Heroes
Champions don’t just “sell” your product internally - they believe in it. Marketing’s job is to equip them with top-notch content to keep them excited and well informed.
Think educational materials, thought-leadership blogs, and insider insights that don’t just sell but inspire. Give them materials that help them look like they’ve found the golden goose. The more powerful they feel, the more willing they’ll be to go to bat for you.
Consider a “Champion Toolkit” for this, loaded with everything from ROI calculators to comparison sheets that help them see - and show others - how your product adds value.
Extra tip: Humour goes a long way here. Make it snappy, fun and memorable. Content that’s easy to digest and has a sprinkle of wit will keep them engaged - and sharing!
Personalised Campaigns: Make Them Feel Like VIPs
Nobody wants to be “just another name” in a CRM. Make your Champions feel like the superstars they are. Send them targeted resources, helpful guides, and industry insights tailored to their role and challenges. Treat them like VIPs who get the sneak peeks, the exclusive updates, and maybe even a “Champions only” newsletter.
Here’s a secret: a personalised campaign doesn’t have to be overly complex. Something as simple as a thank you message for their contributions or a shout-out on LinkedIn can go a long way. Let them know they’re not just “sales contacts” but valued members of your brand community who make your product better. After all, who doesn’t love a bit of recognition?!
Stay in Touch Throughout the Sales Cycle
Sales cycles can be lengthy, it’s like waiting for the new season of your favourite Netflix show to drop. To keep Champions invested, marketing can provide small touch points along the way. Consistency is key here; don’t let them lose that spark.
Another trick is to offer them a peek at new features or updates. Give them the tools that answer the “So, what’s in it for us? What value do you bring?” and they’ll be more likely to push for you on their end. It’s a simple yet powerful way to keep your Champion on your side, helping them help you.
Turn Champions in to Heroes in Their Own Companies
The ultimate goal? Make your Champion feel like the genius who found the solution. Equip them with metrics that show impact, success stories to justify investment, and co-branded resources that make them the in-house MVP.
Why Marketing Needs Champions - and Vice Versa
At the end of the day, building up a Champion is a win-win. Marketing benefits from the insights Champions provide, and the Champion feels valued. When Sales and Marketing speak a common language and work together to foster these relationships, they don’t just close deals, they build loyalty. And in the world of MEDDPICC, Champions are the heart of it all.
So, if you want to make your Champion development strategy stand out, remember: make them laugh, make them look good and make them the hero!