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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
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
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
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
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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New Research: Boost Organic Growth From Current Customers
by Brian Carroll on Feb 14, 2018 in Marketing Strategy
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 […]
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