Brian Carroll

Why customer advocacy should be at the heart of your 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 bes source of leads). How? Because you’re helping to encourage and motivate happy customers…

How customer-hero stories help you connect better

Despite all the time, money, resources spent on improving sales productivity, just 13% of sales people produce 87% of revenue in a typical organization according to the Sales Benchmark Index. So, what do the 13% high achievers have that others don’t? They connect emotionally with their...

Stuck on words: how can marketing connect with customers better?

How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a disconnect between marketing and customers so I can understand how to bridge that gap. Why? Because right now, the trust gap…

Who should own lead generation for a complex sale?

So, who should own B2B lead generation: sales, marketing or both? 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…

New B2B Persona Research From Salesforce and LinkedIn Study

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

How to Improve Lead Routing for More Sales

Have you recently looked at your lead routing and assignment process? If not, you could be leaking revenue and marketing ROI. Case in point. LeadData’s new report, The State of Lead Management, based on a survey of 527 B2B sellers and marketers found an average…

How to Put the Customer First in Lead Generation

Putting customers first in lead generation. As marketers, we have more ways to observe our customers’ behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. Complexity found in things like Marketing-qualified leads (MQLs), Sales-qualified…

Why Empathetic Marketing Matters and 7 Steps to Achieve It

I am at the earliest stages of developing a sequel to Lead Generation for the Complex Sale. It’s been a decade since the first draft and I’ve been contemplating how much business has changed since then. Today’s sales and marketing environment is a paradox: There...

3 Important Lessons for Lead Gen and Life

This year, more than ever, has been humbling for me. People look to me as an expert at lead generation because I wrote a book and speak about it. But it seems the more I learn, the less I think I know. I probably am…

Lead Generation: How using science increased teleprospecting sales handoffs 304%

I have a confession to make. There's something I wish I would have known when I wrote my best-seller, Lead Generation for the Complex Sale. It's this: This is a patented Conversion Heuristic created by MarketingExperiments, a division of MECLABS, that's typically been used as…

Marketing Optimization: 3 steps to gain C-suite buy-in

A few months ago in my blog post, "How Dissatisfied CEOs Push Marketers into the Future," I responded to an article reporting that one in five CEOs believe marketers: Provide a return on investment Have "solid influence" within their organizations Are candidates for senior management…

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

Email marketing is a mature marketing tactic, yet I don't believe B2B organizations are capitalizing on its potential to generate leads. I realized this when I read MarketingSherpa's just-released 2013 Email Marketing Benchmark Report. They surveyed 594 B2B and B2G marketers, of which just about...

Email Marketing: How to maintain low opt-out rates

I had the pleasure of attending MarketingSherpa's Email Summit 2013 a couple of weeks ago, and while I was there, Jim Ducharme, Community Director, GetResponse, an email marketing vendor, asked me how to maintain low email-marketing opt-out rates. My answer, in a word, was relevance....

How Dissatisfied CEOs Push Marketers into the Future

I feel very fortunate to work with some of the world's most progressive marketers. Whether they're MECLABS Research Partners or attendees at one of our Summits, these marketers are driven to prove to their leadership that their efforts drive a return on investment. They...

Thriving in the Pressure Cooker: 5 tips for optimize your time, knowledge for better...

It's year-end. For marketers and sales professionals, the pressure cooker we live in all year is turned up a few notches. What's awesome about actual pressure cookers is that you can get great results from them. They cook as much as ten times faster than...

Ideal Customer Profiles: 5 steps to ensure your lead generation stays on target

Joe is newly single. He met his last girlfriend on an online dating site. So, he resurrected his ad, and the new quest began. Except it was so much harder! He had plenty of dates; he just couldn't quite connect with anyone. They were...

List Buying: 6 tips for buying the most effective lead list

Editor's Note: Buy, build or both? This is the eternal quandary for many marketers and salespeople looking for a reliable list to contact. In this final blog post in the series (check out the previous posts here: "List Buying: 3 reasons why this tactic...

Why 75% of Marketers Are Experiencing Lead Generation Pain and How to Stop It...

The precursor of change is always pain. For most of us over the past four years, our marketplace has inflicted varying levels of it as we have slogged through the most challenging economic climate since the Great Depression. This is apparently not enough to make…

Lead Optimization: 10 audience questions answered

A couple of weeks ago, I presented the webinar, "Optimizing the Lead: A data-driven optimization process that goes beyond lead capture." Lead optimization is the core of revenue optimization – making as much money as possible from your time, energy and resources. We work...

Optimizing the Lead: A data-driven optimization process

Last Tuesday, I had the opportunity to share the most exciting aspect of working at MECLABS – Research Partnerships that allow us to test and optimize lead generation processes. Spouting theory is easy, but it's meaningless unless you know how it works in the...

New Posts