Why Marketers Are Bad At Empathy And What To Do About It

Why Marketers Are Bad At Empathy And What To Do About It

by Brian Carroll on Dec 18, 2018 in Marketing Strategy

No one will ever say “we don’t focus on the customer.” Here’s why (even empathetic) marketers fail at customer empathy and how to fix it. Let me explain: Dr. Johannes Huttula did a research with 480 experienced marketing managers. They asked marketers to step into their customer’s shoes and predict what they would reply in […]

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Building B2B Relationships With Trust and Empathy [Interview]

Building B2B Relationships With Trust and Empathy [Interview]

by Brian Carroll on Dec 5, 2018 in Marketing Strategy

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 can […]

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Transform Your Customer Success Journey and Accelerate Growth

Transform Your Customer Success Journey and Accelerate Growth

by Brian Carroll on Nov 13, 2018 in Content Marketing

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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4 Steps To Do Lead Nurturing That Helps More Customers Buy

4 Steps To Do Lead Nurturing That Helps More Customers Buy

by Brian Carroll on Oct 24, 2018 in Sales Alignment

Marketing can take you on a long hike. The one thing I can guarantee you about the journey is that getting more leads are not better if you don’t know how to nurture. The goal of lead nurturing is to help potential customers on their buying journey. It’s not just about converting leads to becoming […]

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How Sales Hustle and Automation Hurt Customer Experience

How Sales Hustle and Automation Hurt Customer Experience

by Brian Carroll on Mar 1, 2018 in Marketing Strategy

To drive growth, the mandate for sales organizations is to make more calls, send more cold emails. Sales reps are hustling and using automated tools to move faster. But sales hustle and automation have a downside: they can hurt customer experience. Here’s what I mean: B2B companies are now hiring more people to do this. […]

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New Research: Empathy and Solving Buying Problems

New Research: Empathy and Solving Buying Problems

by Brian Carroll on Feb 21, 2018 in Marketing Strategy

Are you applying empathy as part of your sales and marketing approach? Why? Because according to Brent Adamson, “empathy” is the one word that matters most to sales [and marketing] success. It’s tough to buy. B2B customers are overwhelmed with too much information, too many choices, trying to getting their colleagues to agree, not to […]

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