How the Halo Effect Drives Demand Generation and Leads

How the Halo Effect Drives Demand Generation and Leads

by Brian Carroll on Apr 23, 2019 in Demand Generation

My dad taught me many lessons growing up, and one that stands out as relevant to demand generation is this: He said, “Choose your friends carefully because [like it or not] you are judged by the company you keep.” He didn’t know it the time, but he explained a cognitive bias called the halo effect. […]

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The Expert Guide to Innovative Demand Generation

The Expert Guide to Innovative Demand Generation

by Brian Carroll on Apr 3, 2019 in Content Marketing

Do you routinely look for ways to drive innovation with your demand generation approach? Or do you feel behind the curve? According to research by Circle Research and B2B Marketing, marketers are evenly split. Half say they’re “old school” while the other half believe their approach is innovative. According to the report, almost all of […]

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2 Tips to Connect and Build Rapport with People Immediately

2 Tips to Connect and Build Rapport with People Immediately

by Brian Carroll on Mar 19, 2019 in Sales Alignment

Want to connect better with people on the phone or in person and build rapport today? Over the past few days, I’ve had two readers reach for advice on how to do better outreach. One reader wrote, “never had a role like this before and I’m desperate to succeed and be the best I can […]

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Use Conversational Marketing & Sales? Dave Gerhardt on Why You Should

Use Conversational Marketing & Sales? Dave Gerhardt on Why You Should

by Brian Carroll on Feb 4, 2019 in Marketing Strategy

Meetings, phone calls, and email are important B2B channels but how can you have immediate conversations and drive a more human buying experience? Conversational Marketing is about having one-to-one conversations now to connect with customers and drive leads better. In sum, conversational marketing uses targeted messaging and intelligent chatbots to engage with leads in real-time (while […]

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How to Improve Your Account Based Marketing Results

How to Improve Your Account Based Marketing Results

by Brian Carroll on Jan 23, 2019 in Marketing Strategy

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 B2B, you’re never selling to an individual. He or she is almost always part of a buying team. […]

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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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