Finding and Selling to a Hidden Influencer

The Challenger Customer

Marketing Podcast with Matthew Dixon

The way people buy has changed just about everything about sales and marketing today.

The way people buy in B2B has grown so complex that just understanding the buying landscape is half of the battle.

My guest today for the Duct Tape Marketing Podcast is Matthew Dixon, co-author of The Challenger Customer: Selling to the Hidden Influencer That Can Multiply Your Results. We talk about influencers, why they matter to your marketing goals, and how to reach them for the best results.

In his previous work, the Challenger Sale, Dixon and his co-authors presented research that overwhelmingly suggested a new way to prospect and sell and even a new way to view sales hiring.

In this addition to the Challenger series, they talk about the need to identify and work with the “hidden influencer” in every B2B selling environment.

Questions I ask Matthew:

  • What is a hidden influencer?
  • How do you identify and engage a hidden influencer?
  • How does a salesperson insert themselves in the customer journey earlier?

What you’ll learn if you give a listen:

  • How buyers have changed, and how salespeople must change with them.
  • How to approach businesses that use network-based decision-making.
  • The different groups of stakeholders to identify.

How to Build a High Performance Culture

Marketing podcast with Lindsay McGregor

Primed to PerformTurns out that building a high performing business culture is all about motivation. The problem is that most companies use the wrong motivation.

Recent research suggests that people are most motivated by workplaces that give them a sense of play, purpose or potential – rather than simply a paycheck.

My guest for this week’s episode of the Duct Tape Marketing podcast is Lindsay McGregor, co-author of Primed to Perform – How to Build the Highest Performing Cultures Through the Science of Total Motivation. We talk about motivating employees, how to get the best work from your team and maybe even a little bit about what it’s like writing a book with your spouse.

Questions I ask Lindsay:

  • What motivates employees best?
  • How did you research business motivation?
  • How do you implement better motivators in your business?

What you’ll learn if you give a listen:

  • What scouting has in common with employee motivation.
  • Why culture matters more for business productivity than having the right people.
  • How you can evaluate your employees’ motivation.

Interested in learning about what motivates your employees? Visit to find a test for your employees.