Article by Brian Carroll

  • Why Customer Advocacy Should Be at the Heart of Your Marketing

    27 Sep 2017 in Content 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 best source of leads). How? Because you’re helping to encourage and motivate happy customers to speak about you positively to others. And delighted customers

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  • How To Do Lead Management That Improves Conversion

    28 Aug 2017 in Content Marketing

      In this post, I’m going to focus on how to do lead management that increases sales conversion. Here’s why: First, the average conversion rate of marketing qualified leads to actual revenue conversion is low. You may be wondering: how low? According to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. And

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  • Who Should Own Lead Generation For A Complex Sale?

    21 Aug 2017 in Demand Generation

    You might be thinking, “isn’t the answer obvious?” It’s not. Let me explain. I hear the same problem over and over. Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job. And you know what? They’re both right.  Here’s what I mean. Companies don’t typically

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  • New B2B Persona Research From Salesforce and LinkedIn Study

    16 Aug 2017 in Content Marketing

    When was the last time you looked at the quality and accuracy of your B2B persona and contact data? Getting the right content to the right people continues to be a challenge in B2B marketing and lead generation. Starting in the fall of 2014, Salesforce started to analyze more than 15 million data points, spanning

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  • How to Improve Lead Routing to Skyrocket Sales Results

    14 Aug 2017 in Content Marketing

    Have you intentionally managed and optimized your sales lead routing and assignment process? If not, you could be leaking sales, marketing ROI and not realize it. Let me explain. LeadData’s new report, The State of Lead Management, based on a survey of 527 B2B sellers and marketers found an average 25.5 % of marketing-generated leads

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  • 7 Tips to Boost Lead Nurturing Email Results Immediately

    08 Aug 2017 in Content 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

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  • Lead Nurturing: 5 Useful Tactics to Get More Opportunities

    02 Aug 2017 in Content Marketing

    Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Here’s the thing: Our customer’s don’t see our funnels. They only have

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  • These Are The 3 Big Reasons Why Purpose Matters to Marketing

    26 Jul 2017 in Strategy

    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%

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  • Empathetic Marketing: How To Connect With Your Customers

    20 Jul 2017 in Strategy

    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

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  • What Can B2B Marketers Gain from Growth Hacking? [Infographic]

    19 Jul 2017 in Strategy

    What can you gain from growth hacking and how can you develop a mindset to be better at B2B marketing? To help answer this question, I interviewed Neil Patel (@neilpatel), co-founder of Crazy Egg, Hello Bar, and KISSmetrics. He also helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. As marketers, we can reject

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