May 18

The B2B Lead Blog is now the markempa blog

Empathy-based Marketing

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I’m happy to announce that the B2B Lead Blog moved to the markempa blog (where marketing meets empathy).

In this update, I want to share what you can expect and what’s next to move forward.

So, why change?

You might be wondering why you would change a good thing?

I’ll admit that moving the B2B lead blog into markempa wasn’t a decision made right away—nor was it made easily.

I still had a bit of the nostalgia factor with the B2B blog as I remember writing my first blog post one night in the Fall of 2003. At the time, there were not a lot of blogs of its kind. I would almost say that I “grew up” writing with that B2B Lead Blog.

This blog resulted in a publishing deal with McGraw-Hill that ultimately produced my bestseller, Lead Generation for the Complex Sale.

Despite all this, more recently, I’ve felt myself being drawn to markempa more as I’ve become so excited about what it was becoming. At the same time, I also received a lot of positive feedback from others about markempa as a brand and message.

So, this change is about focus.

It no longer made sense to keep two blogs with similar content going at the same time. Also, running two sites created friction for readers who would’ve needed to keep up with two different places if they wanted to stay up to date. It was clear that now was the time to merge them. In an industry that has grown and changed similarly to how the B2B Lead Blog has evolved over the years, I think now is a perfect time.

How will this blog change?

I will always continue to share ideas, strategies, and approaches as I learn.

When I started the B2B Lead Blog, I couldn’t find resources and practical ideas related to lead generation for the complex sale. So, I started writing to share what I was learning. That was 18-years ago, and so much has changed.

The internet, customer buying behavior, digital marketing, and the rise of algorithms and martech have created a whole new marketing and sales world. We’re now using tools and approaches that certainly didn’t exist a few years ago.

Preparing for the future of marketing

The future of marketing and sales will include more technology like machine learning, predictive data analytics, and self-optimizing systems. These tools will enable and augment marketers in ways we haven’t imagined.

But here’s the thing, at its core, marketing, sales, and lead generation will always be about building relationships. Technology can’t replace our intuition, and there’s no way to automate trust. Building up customer belief and trust takes time. And that’s why I’m doing new research because we need to be prepared to embrace the future.

Because… all the technology, automation, optimization, best practices, machine learning, and analytics won’t help you get the results you want until you master this:

Empathizing with customers is more than a soft skill. Empathy helps you go beyond rational logic-based marketing to understand how your buyers feel. We need to focus on an emotional connection before conversion.

The best marketing and selling is helping.

What’s next for the markempa blog?

I’m researching empathetic marketing, and I’ll share more about that soon through the markempa blog. There will also be new additions to this site in the form of courses and workshops.

I’m also thrilled to be able to continue bringing other thought-leading voices in sales and marketing to this corner of this internet via interviews, guest blog posts, events, and exclusive content.

Lastly, if you subscribe to this blog via RSS, please update your subscription to the new feed at the top right of the page or use this address: https://www.markempa.com/feed

I look forward to keeping up with the accelerating evolution of B2B lead generation, demand generation, marketing for the complex sale, and helping you do the same.

I look forward to what’s to come, and I hope you all do too. Thank you for reading all these years.

You can read more about empathy-based marketing here.

Talk with you all soon,

Brian

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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