Today’s sales and marketing environments are a paradox. You have more marketing channels, content and martech tools to reach customers. But actually connecting with potential customers and growing your pipeline is harder than ever before. And using company logic doesn’t lend itself well to actual pipeline growth. According to the CMO Council, “Only 20% of marketers are able to predict the next best action for their customers.”
Additionally, Forrester Consulting discovered, “65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.” Our guest to discuss this is author and consultant Brian Carroll CEO and Founder of markempa.
About Brian Carroll and markempa
Brian Carroll is the CEO and founder of markempa, helping companies to improve how they acquire and grow customer relationships with empathy-based marketing and meet the challenges of revenue growth.
Brian influenced B2B marketing as the CEO of InTouch, which was acquired by MECLABS, the parent company of MarketingSherpa. He is the author of the bestseller, Lead Generation for the Complex Sale,and the B2B Lead Blog which is read by thousands each week. He also founded B2B Lead Roundtable LinkedIn Group with 19,801+ members.
As a researcher and leader in empathy-based marketing, he’s at the epicenter of the shifting customer landscape. Brian studied the most successful empathetic companies and marketers. By taking practical customer insights combined with behavioral science, he created the EMPATH Methodology to help marketers connect better with their customers to get significant results.
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An article by Brian Carroll: How Empathy Will Grow Your Sales and Marketing Pipeline