Influencer Marketing Strategy: 4 Influencer Outreach Steps

Proactively building relationships with influencers and industry experts is a powerful way to generate demand and leads, and positive word of mouth (WOM). Most of us know this as influencer marketing or influencer development. Influencer development is the practice of building relationships with key individuals who influence your buyers’ decisions....

Aug 2021

Lead Nurturing: 4 Steps to Do That Help More Customers Buy

Marketing can take you on a long hike. The one thing I can guarantee you about the journey is that getting more leads is not better if you don’t know how to nurture them. The goal of lead nurturing is to help potential customers on their buying journey. It’s not just about converting leads to becoming “marketing qualified.”  It’s about helping them...

Aug 2021

How Empathy Will Grow Your Sales and Marketing Pipeline

Are you using empathy in your marketing? Why? Because marketing isn’t something you do to people; it’s something you do with people. You might be wondering: why am I saying this? The problem with modern sales and marketing I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who...

Aug 2021

Brand Activism and Modern Marketing

Customers care more about the values of the companies they buy than ever before. It’s more than your purpose. It’s more than what you sell. They want to know what kind of company you are and what do you care about. Does a company want to do more than drive profits? That’s why I interviewed Dr. Philip Kotler, who is known as the “father of modern...

May 2021

The B2B Lead Blog is now the markempa blog

I’m happy to announce that the B2B Lead Blog moved to the markempa blog (where marketing meets empathy). In this update, I want to share what you can expect and what’s next to move forward. So, why change? You might be wondering why you would change a good thing? I’ll admit that moving the B2B lead blog into markempa wasn’t a decision made right...

May 2021

Clone of We stopped trying to convince customers and got triple the results

Learn how helping potential customers with an empathetic approach to demand generation and ABM created triple the sales opportunities.

May 2021

Relevant B2B Content on the Decline

Only a quarter of marketing professionals believe their B2B content marketing strategy is effective.Most B2B content is missing the mark, according to a January research study by Heinz Marketing and ON24. The study polled more than 150 B2B marketing professionals across various roles, industries, and organization sizes.Just one in four respondents believe...

May 2020

Mean people suck in marketing and what to do about it

Why does most marketing stink?According to Michael Brenner, “the reason most of the marketing that we do that stinks and doesn’t work is that some executive with a big ego asked us to do it.”On top of that, marketers are not in a happy place.According to MarketingProfs 2019 Marketer Happiness Report, “Only 10% of marketers say they were very fulfilled...

Feb 2020

Customer Experience and lead generation, yes really

I was interviewing a leader about her recent buying experience, who said, “after I got my title, it was like I became a target.”She was already swamped as her inbox filled with cold emails, calls, email sequences and more.She wondered why sellers and marketers weren’t thinking about her experience (even before she expressed interest.)I wondered what...

Feb 2020

We stopped trying to convince customers and got triple the results

One small thing changed my B2B marketing work in a big way.About five years ago, someone sent me a video on a Tulsa, Oklahoma business that changed the entire way I approach sales and marketing.The first thing that caught my attention was that Mother Teresa had publicly endorsed the business. “Wait,” I thought. “Mother Teresa endorses businesses?”The...

Feb 2020