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 […]
Continue reading
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 […]
Continue reading
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. […]
Continue reading
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 […]
Continue reading
By Brian Carroll | Empathy-based Marketing
Are you connecting with and empowering your customer advocates? If not, you should. Here’s why. Customer advocacy marketing programs help you increase revenue by improving customer acquisition and retention (and they’re your bes source of leads). How? Because you’re helping to encourage and motivate happy customers to speak about you positively to others. And delighted customers […]
The post Why customer advocacy should be at the heart of your marketing appeared first on the B2B Lead Blog.
Continue reading
By Brian Carroll | Empathy-based Marketing
How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a disconnect between marketing and customers so I can understand how to bridge that gap. Why? Because right now, the trust gap between marketers and customers has never been bigger. For example, […]
The post Stuck on words: how can marketing connect with customers better? appeared first on the B2B Lead Blog.
Continue reading
By Brian Carroll | Empathy-based Marketing
Does your purpose currently impact your marketing, revenue growth, and profit? If not, it should. Here’s why: According to research, curated by Mack Fogelson, consider the following: 73% of people care about the company, not just the product when making a purchase. (BBMG) 50% of purchases are made because of word-of-mouth (Brains on Fire) 85% […]
The post Why purpose matters to marketing: growth, revenue, and profit appeared first on B2B Lead Blog.
Continue reading
By Brian Carroll | Empathy-based Marketing
People aren’t looking for a reason to read your lead nurturing email messages, they’re looking for a reason to delete them.
Think about it.
It’s important to keep this mind because marketers rely on email as the top lead nurturing tactic and according to Econsultancy, it’s the best digital channel for ROI.
However, according to a MarketingSherpa survey of email recipients, 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor.
Continue reading
By Brian Carroll | Empathy-based Marketing
Have you made empathetic marketing part of your strategy in 2017? If not, you should. Let me explain. I interviewed Michael Brenner (@BrennerMichael) the CEO of MarketingInsiderGroup.com. Michael has received recognition across the Internet for his knowledge and role in shaping content marketing as we know it today. He’s a sought-after keynote speaker and co-author of The Content […]
The post Empathetic Marketing: How To Connect With Your Customers appeared first on B2B Lead Blog.
Continue reading