Does Empathy Have a Place in Your Workplace?

Replacing sharp elbows with soft skills can be good for a company's bottom line.

The No. 1 Question You Need to Ask During Any Business Interaction

Put yourself in someone else's shoes.

The Dangers of Being an Empathetic Leader

Empathy on its own is not enough

The downside of sales hustle and automation

Are your sales reps hitting the phones and sending more cold emails? To drive growth, the mandate for sales organizations is to make more calls, send more 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 and push people […]

The post The downside of sales hustle and automation appeared first on the B2B Lead Blog.

New research: Empathy and solving buying problems

New research: Empathy and solving buying problems

Most of us are solving sales and marketing problems. But instead, we need focus on solving customer buying problems with empathy.

Why? Because buying is harder today than ever been. You need to think about what your customer is thinking/feeling.

According to Brent Adamson, Principal Executive Advisor, Gartner, “empathy” is the one word that matters most to sales [and marketing] success.

This is part two of my interview with Brent Adamson (@brentadamson), co-author of The Challenger Sale and The Challenger Customer.

Continue reading New research: Empathy and solving buying problems at B2B Lead Blog.

10 Most Popular B2B Lead Generation Blog Posts of 2017

10 most popular B2B Lead Generation Posts

January is a time for new beginnings.

To help you launch into a great year, I’ve compiled a list of the top ten most popular and shared posts on the B2B Lead Generation Blog in 2017.

This following list was compiled based on aggregate social shares across Twitter, LinkedIn, Facebook and views.

The list starts at number 10 moving up.

#10: How to Improve Lead Routing to Skyrocket Sales 

lead-routingHave you intentionally optimized your sales lead routing and assignment process? If not, you could be losing sales, and marketing ROI not see it.

For example, 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 get assigned to the wrong account owner.

Did you catch that? Over 25% of marketing-generated leads get assigned to the wrong person. In this post, you’ll get 7 tips to increase your lead generation ROI by improving how you route leads.

Read about How to Improve Lead Routing to Skyrocket Sales Results

 #9: Getting sales enablement right to increase results

sales_enablement

Sales enablement is intended to help raise performance, but a lot of efforts have backfired due to departmental silos. And now there’s growing gap between what salespeople need and what they’re getting to improve performance.

So how do you get sales enablement right?

I interviewed Dave Brock (@davidabrock), author of the Sales Manager Survival Guide, also CEO of Partners in EXCELLENCE. Dave’s brilliance is his focus on practical simplification.

Find out how to get sales enablement right to increase results

#8: How to do lead management that improves conversion

Have you looked at your lead management approach from the perspective of customer experience? If not, you may want to start now.

Here’s why: According to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. This means almost 98% people who start the customer journey are lost.

Find out 5 areas you need to focus on to improve lead management and increase conversion.

Read more: How to do lead management that improves conversion

#7: Seven Tips to Boost Lead Nurturing Email Results

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.

Marketers rely on email as the top lead nurturing tactic. And according to Econsultancy email is the best digital channel for ROI.

Read 7 Tips to Boost Lead Nurturing Email Results

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

customer connectionHow can marketers better connect with people we hope will become our customers?

Why? Because the trust gap between marketers and customers has never been bigger.

For example, this survey by Hubspot showed that only 3 percent of buyers surveyed consider marketers and salespeople trustworthy. Yikes.

It starts with the words we use which ultimately affects how we think and act towards others.

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

#5: How customer-hero stories help you connect emotionally and sell better

customer-hero storiesJust 13% of salespeople produce 87% of revenue in a typical organization according to the Sales Benchmark Index.

You may be wondering: what do the 13% do differently?

They connect emotionally with their buyers.

I interviewed Mike Bosworth. If you don’t know Mike Bosworth already, he is a thought leader in the B2B sales/marketing space.

Read more: How customer-hero stories help you connect better

#4: New B2B Persona Research from Salesforce and LinkedIn Study

Getting the right content to the right people continues to be a challenge in B2B marketing and lead generation.

Salesforce analyzed more than 15 million data points, spanning a four-year period, from two of the most massive B2B databases: Data.com and LinkedIn.

The results will surprise you.

I interviewed Mathew Sweezey (@msweezey). Mathew works with Salesforce and is the Principal of Marketing Insights to talk about the report, B2B Personas: Targeting Audiences.

Check out the New B2B Persona Research from Salesforce and LinkedIn Study

#3: Lead Nurturing: 5 Useful Tactics to Get More Opportunities

Lead-Nurturing-TacticsLead nurturing is one of those things that’s easy to talk about but hard to do.

Find out how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities.

Learn 5 tactics you can use immediately to improve lead-to-customer conversion.

Read more: Lead Nurturing: 5 Useful Tactics to Get More Opportunities

#2: Why customer advocacy should be at the heart of your marketing

Customer advocacy marketing programs help you increase revenue by improving customer acquisition and retention (and they’re also your best source of leads).

I interviewed Mark Organ (@markorgan). Mark is the Founder and CEO of Influitive, and he’s been a thought leader in the space of sales/marketing technology and customer advocacy.

Read about Why customer advocacy should be at the heart of your marketing

#1: Who should own lead generation for a complex sale?

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.

Sales and marketing don’t do a great job of lead generation because they both believe it’s the others job.

I asked the 19,830 members the B2B Lead Roundtable LinkedIn Group about this topic. In this post, you’ll get a ton of actionable tips.

Read Who should own lead generation for a complex sale?

Conclusion

The single biggest issue for B2B revenue growth remains lead generation: increasing lead quality and quantity. This analysis into the most popular posts gives a glimpse into what subjects readers found most relevant.

Additionally, this list shows that increasing conversion, understanding customer motivation, managing and nurturing leads better, and improving sales performance are topics on the minds of readers.  At the same time, connecting and building trust with buyers has never been harder.

That’s why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it’s an incredibly powerful tool to understand customer motivation and increase lead conversion. I’ll be sharing more about how we can connect with customers better using applied empathy.

The post 10 Most Popular B2B Lead Generation Blog Posts of 2017 appeared first on the B2B Lead Blog.

3 Simple Ways to Increase Empathy at Work

Empathy is a great way to climb the career ladder.

Empathy, Web & People: Improving The B2B Customer Experience

Some businesses make it hard to work with them. It seems at times that many B2B organizations have made it so complex and uncomfortable to work with that customers are forced to find an alternative even if their current provider offers a better product or solution.
As connected consumers, we want ease, we want a good experience, we have an expectation of those with whom we spend our money. We have seen this with 1-click ordering, same day delivery, and improved e-commerce experiences. Given that we want this as consumers, it makes sense that when we move into our professional worlds, we want to work with and buy from companies that have the same kind of focus on customer experience.
However, according to a recent article on DesitnationCRM.com, most B2B organizations are failing in providing a positive customer experience with fewer than 10% of organizations saying they do.
The article goes on to provide some tips that B2B organizations can adopt to improve the customer experience. While I agree with all of the suggestions in the article, there are a few more that I have added here.

Apply Empathy

In a blog post written by Brian Carroll he writes the following:
Neuroscientist, Antonio Damasio discovered, “We are not thinking machines that feel, we are feeling machines that think.” Damasio made this groundbreaking discovery:  when emotions are impaired, so is decision-making. What does this mean? We need to go beyond logic to understand how our customers feel.
This is particularly important if you have a complex sale where B2B buyers face daunting decisions that involve huge risks. Our customers aren’t saying, “We need solutions.” Instead, they’re saying, “We need to solve a problem” So what would happen if you focused on helping them do just that?
One of the questions I am routinely asked by new clients is, “are we the worst case you have ever seen?”  What they are really saying is, “we know we have problems and can you help us. We want to improve.”
Many times the first meeting I have with a client is listening, inquiring and assuring them that all will be ok. It is applying empathy and letting them know that together we will improve.
I spoke with a CEO yesterday who told me, “We have to stop speaking about our platform and begin speaking to our customer's issues and let them know we understand.”  This is empathy in action and he is intent on moving his company in this direction.

Improve The Web Experience

I sat with a prospect a few days ago who said, “if you go to our website you have to have a PhD. to understand what we do.”  She was right. The site is overly complex, hard to understand and trying to find any kind of content is extremely difficult.
The reality is that in most cases, buyers and customers consume content digitally and if organizations make it hard to find or use overly complex language, it makes it harder to do business.
One executive, I spoke with this week told me, “I am not trying to be insulting, but we look to develop content and design our product so that a high school freshman could understand it. We want it to be super easy for our customers.”
Having long web forms, gating all of your content, making a buyer go through multiple clicks and pages to access content, or making your site hard to navigate are all reasons why customers will look elsewhere.
Organizations need to think about the fact that often the first interaction a potential customer will have with your brand is your website, if it is a poor experience, they may not come back.

Focus On Your People

Ever engaged with an employee of a company who hates their job? If you have, chances are you could feel it in the interaction, in the approach they took to you as a customer and it is an all-together negative experience.
One of the places to start in improving customer experience is with your employees. Many companies want to ensure their customers have a great experience but skip over the all to important step of first developing a positive employee experience.
Employees that feel appreciated, are recognized, are given opportunities to enhance their skill set, and given an opportunity to reap the benefits of the organization's success are employees that bring that positive vibe to your customers. This has to be a foundation for any organization if customer experience is going to be realized.
Customer experience is quickly becoming one of the top buying decision and loyalty factors for B2B customers. Organizations can no longer afford to fail at it and need to move quickly to a customer-centric point of view or be left behind.
The full post on empathy by Brian Carroll can be found here
Image courtesy of Halogen Software

The post Empathy, Web & People: Improving The B2B Customer Experience appeared first on the B2B Lead Blog.

Wonder Women Use Empathy as Their Leadership Superpower

Sure, Wonder Woman is an Amazon, but she leads like the best female disrupters -- by taking the time to understand the people in her world.