By Brian Carroll | Empathy-based Marketing
B2B lead generation has had to reinvent itself over the last decade. Sales have always used an account-based approach. Now marketing is getting on board by with account-based marketing. But it’s not an easy road. Here’s why: In the B2B, you’re never selling to an individual. He or she is almost always part of a buying […]
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By Brian Carroll | Empathy-based Marketing
Here’s why (even empathetic) marketers fail at customer empathy and how to fix it. Let me explain: Dr. Johannes Huttula did research with 480 experienced marketing managers. They asked marketers to step into their customer’s shoes and predict what they would reply in a market test. BTW – The scientists already knew what the customers […]
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By Brian Carroll | Empathy-based Sales
We have more sales and marketing technology and channels to reach our customers, but they’re increasingly tuning us out. In short: we’re getting more disconnected from customers. Something is missing. Even though our tools have become smarter with AI and machine learning, connecting and building B2B relationships has never been harder. The question is: How […]
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By Brian Carroll | Customer Experience
Growth for B2B is hard. It used to be that you could accelerate growth with huge customer acquisition. Ramping up your sales and marketing is not enough to sustain growth. Today, the best companies are growing through customer success. That’s why I interviewed Kia Puhm (@kiapuhm), CEO at K!A CX Consulting to talk about customer success. […]
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By Brian Carroll | Empathy-based Marketing
At its core, ABM is about building relationships but there is one crucial thing often missing. I was reminded of this while talking with a VP of Marketing who stopped their account based marketing campaigns to “go deep” in a few segments. The reason? They wanted to focus on building stronger connections with customers on […]
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By Brian Carroll | Empathy-based Marketing
Marketing can take you on a long hike. Getting get more potential customers to raise their hands is not better if you don’t know how to nurture for progression. The goal of lead nurturing is to help potential customers on their buying journey. It’s about helping them progress along the way to make a decision. […]
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By Brian Carroll | Empathy-based Marketing
Most of us are solving sales and marketing problems. But instead, we need focus on solving customer buying problems with empathy. Why? Because buying is harder today than ever been. You need to think about what your customer is thinking/feeling. According to Brent Adamson, Principal Executive Advisor, Gartner, “empathy” is the one word that matters […]
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By Brian Carroll | Empathy-based Sales
CEOs and sales leaders have long wondered: how can we drive organic growth and increase sales from existing customers? But it’s elusive. In fact, the traditional approach is no longer working. According to CEB, now Gartner, “Only 28% of sales leaders report that account management channels regularly meet their cross-selling and account growth targets.” That’s […]
The post Gartner Research: Boost your growth from existing customers appeared first on the B2B Lead Blog.
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By Molly Clarke | Content Marketing
Learn how to build better buyer personas to get results by addressing these 5 problem areas. Get practical ways to put buyer personas to work in marketing
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By Carlos Hidalgo | Customer Experience
Some businesses make it hard to work with them. It seems at times that many B2B organizations have made it so complex and uncomfortable to work with that customers are forced to find an alternative even if their current provider offers a better product or solution.As connected consumers, we want ease, we want a good experience, we have an expectation of those with whom we spend our money. We have seen this with 1-click ordering, same-day delivery and improved e-commerce experiences
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