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
Solve for buying problems as opposed to solve for selling or marketing. Why? Because buying complexity is increasing B2B customers. Here’s what I mean: Customers are overwhelmed with too much information, too many choices, and getting their colleagues to agree, not to mention second-guessing. So you know that they do? They buy much slower if they […]
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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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By Carlos Hidalgo | Content Marketing
Last week Content Marketing Institute and MarketingProfs released their annual B2B Content Marketing Study that dives into the practices and habits of B2B content marketers in North America.Content marketing is a key component for any customer experience strategy and while the overwhelming majority of B2B organizations are producing content, the study shows that successful execution may still be elusive.In looking at this year’s study there are some thoughts and musings I have listed below.
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By Brian Carroll | Empathy-based Sales
Sales enablement is intended to help raise performance, but a lot of efforts have backfired due to departmental silos. And now there’s a growing gap between what salespeople need and what they’re getting to improve performance.
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By Brian Carroll | Empathy-based Marketing
Customer advocacy marketing programs help you increase revenue by improving customer acquisition and retention best source of leads.
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By J. David Green | Content Marketing
Content marketing is booming. According to the 2017 B2B Content Marketing Trends, 39% of companies are increasing investment in content marketing. And yet most companies are not creating effective content. Want proof? Two of the leaders in B2B funnel benchmarking, SiriusDecisions and Forrester, will tell you that inquiry-to-closed-won conversion ratios are often below two percent […]
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