Empathetic marketing is about moving out of our own mind and into the mind of the customer. =

1. Brian Carroll
@brianjcarroll
How Empathy Will Improve Your
Marketing & Sales Pipeline

2. @brianjcarroll
The Problem
Photo credit: http://jephmaystruck.com

3. @brianjcarroll
The Problem
Photo credit: http://jephmaystruck.com

4. @brianjcarroll
It begins with empathy
Photo credit: http://theleadingedgeblog.com/
Sharing another's feeling and thoughts
Empathy is the marketer’s intuition.

5. @brianjcarroll
Case Study: Empathic Marketing
Watch the video
/
Source: http://www.cfstwo.com/

6. @brianjcarroll

7. @brianjcarroll
Karen Thomas-Smith
Vice President, Provider Marketing
and Reference Management
Optum

8. @brianjcarroll
Results to-date
• An integrated campaign that has generated over 12,000,000 impressions
• More than 10,000 downloads of gated content
• Results that have surpassed the team's goals by 250%
• Over $120 million in sales pipeline creation to date
Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

9. @brianjcarroll
1) Put your customers first
Instead of trying to sound interesting to others,
be interested.
Photo credit: http://blog.referralinstitutenn.co.uk/

10. @brianjcarrollSource: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

11. @brianjcarroll
2) Understand their motivation
What are the steps they need take to say “yes”?

12. @brianjcarrollSource: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

13. @brianjcarroll
3) Stop pushing, start conversing
Develop conversations, not campaigns.
Photo credit: www.openingabar.com

14. @brianjcarroll
Quality
Patient
Access
Medical
Necessity
Reimbursement
Financial and
Clinical Analytics
Population Health
Management
Aligned
Incentives
Providing
Care
Clinical
Care
Coding and
Documentation
Care Delivery
Model
Managing
Health
Prepare
for Change
Optimize
Performance
Invest
New Capital
Patient
Satisfaction
Cost
Navigating the journey from providing care to managing health
Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

15. @brianjcarroll
4) Focus on helping, not selling
The best marketing feels like helping (because it is)

16. @brianjcarroll
Client learning and relationships
Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

17. @brianjcarroll
5) Give content they’ll want to share
It’s all about their relationships

18. @brianjcarroll
Landing Pages
PRIMARY CONTENT
Banner Ads
Blog Series
Email Templates
Optum.com/PURL
Reimagining content
SUPPLEMENTAL CONTENT

19. @brianjcarroll
Content machine
Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

20. @brianjcarroll
6) Remember that proximity is influence
Empower those closest to your customer achieve this

21. @brianjcarroll
Connecting Lead Gen/Sales
Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract

22. “It's very difficult to design something
for someone if you have no
empathy.”
Stewart Butterfield, CEO
Slack
Source: http://www.businessinsider.com/slack-ceo-starts-job-interviews-with-this-question-2016-2

23. “I fundamentally believe that
empathy is the most powerful force
in B2B marketing.”
Alan Cohen, Chief Commercial Officer
Illumio
Source: http://idg.me/22vNKtR

24. “The need for empathy towards the
buyer is huge. It’s a differentiator…”
Doug Brown, Chief Marketing Officer
IBM Systems
Source: http://www.zdnet.com/article/inside-ibm-digital-marketing-the-empowered-consumer-and-thought-leadership

25. @brianjcarroll
7) Practice empathy
Photo credit: https://www.flickr.com/photos/quinnanya/8043877054
Be the change you want to see

26. @brianjcarroll
Empathy case study on the right message
26
Background: ActiveNetwork is a large event management software provider
Goal: To increase total lead inquiries (phone calls + form sign-ups) from
visitors who abandoned the free trial sign-up process
Research Question: Which email tone will result in a higher rate of lead
inquiries?
Test Design: A/B single factor split
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.html

27. @brianjcarroll
Control
Treatment
Empathy case study on the right message
Using A/B testing
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.html

28. @brianjcarroll
Standard Sales Tone
Control
Empathetic/Service
Tone
Treatment
Empathy case study on the right message
Using A/B testing
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.htmlc

29. @brianjcarroll
Treatment
Empathetic/Service Tone
7.08% Conversion Rate
Control
Standard Sales Tone
1.58% Conversion Rate
Empathy case study on the right message
Using A/B testing
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.htmlc

30. @brianjcarroll
Control
Treatment
Empathy case study on the right message
Using A/B testing
!
By addressing the customer’s anxiety (with empathy)
through the tone of the email copy, they saw a 349%
increase in total lead inquiries
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.html

31. @brianjcarroll
7) Practice empathy
Photo credit: https://www.flickr.com/photos/quinnanya/8043877054
When organizations allow a deep emotional understanding of
people’s needs to inspire them—and transform their work, their
teams and even their organization at large—they unlock the
creative capacity for innovation.
~ IDEO’s Empathy On The Edge
Be the change you want to see

32. @brianjcarroll
Takeaways
Empathy is your marketing intuition.
You can be high-customer or high-self. Be high-customer.
People don't want to be marketed “to,” people want to be communicated “with.”
People don’t buy from companies, people buy from people.
Apply empathy inside to positively impact those outside.

33. Thank Y ubrian@b2bleadblog.com
@brianjcarroll
Get presentation slides at
www.b2bleadblog.com/EmpathyDF16