Brian Carroll – markempa

Stop for a moment and think about this…

When was the last time your sales team celebrated a marketing lead?

(I’ll wait…)

Here’s something I’ve noticed: It’s fascinating that while we’ve dedicated the last decade to marketing and sales technology, we’ve somehow overlooked the humans behind the numbers. Today’s reality is both simpler and more complex.

What Your Sales Team Needs (Hint: It’s Not More Leads)Let me share something that might make you feel uncomfortable…

Your sales team doesn’t want more leads.

Read that again.

So what do they want? They desperately want more meaningful conversations with people who want to talk to them. Everything else is just noise.

The Hidden Cost of Lead Obsession (It’s Bigger Than You Think)Here’s what I’ve learned after working with hundreds of revenue teams:

Your salespeople aren’t struggling because they lack leads. They’re drowning because they lack context.

Think about it…

They sit in CRM systems bursting with “leads”
They have automation tools sending countless follow-ups
They have social selling platforms suggesting connections
They have conversation intelligence tools that analyze every call

And yet…

They still resort to “just checking in” emails and “touching base” calls. There are tons of outreach with no depth.

And potential customers then struggle because they can’t make sense of all the noise. They try to avoid talking with salespeople.

Why?

The Human Truth Behind the TechnologyBecause we’ve forgotten something fundamental:

B2B buying isn’t a process. It’s a journey of human decisions.

And here’s where it gets interesting…

While 89% of B2B buyers now use GenAI in their buying journey, they don’t use it to replace human connection (Forrester).

They’re using it to get to the human conversations faster.

Think about that for a moment…

Your buyers aren’t just researching. They’re researching smarter. They’re asking better questions. They’re coming prepared.

But here’s what almost everyone misses:

This isn’t about technology replacing human decision-making. It’s about technology amplifying human wisdom and experience.

The New Reality of B2B BuyersPicture this…

Your potential customer, aka buyer, is sitting at their desk right now. Two years ago, they were drowning. Today, they’re surfing.

Let me show you what changed:

THEN: They were trapped in “The Content Haze.”

Drowning in an ocean of posts, videos, and white papers
Wrestling with contradictory influencers to case studies
Stuck in endless comparison spreadsheets (trying to make meaning/context)
Lost in a forest of features and benefits

Every morning brought another flood of content. Every day often ended with more questions than answers.

NOW: They’re what I call “The AI-Empowered Explorer.”

Using GenAI as their research assistant
Cutting through the noise like a lighthouse cutting through the fog.
Turning mountains of data into more actionable insights
Arriving at conversations already halfway home

But here’s what’s surprising…

Just when everyone thought AI would make buying more mechanical… It’s made it more human.

Think about it…

When your buyer uses AI to research, they’re not looking to avoid human connection.

They’re looking to make it count.

This changes everything about how we need to show up:

OLD PLAYBOOK: Educate → Nurture → Qualify → Connect

NEW PLAYBOOK: Listen → Insight → Connect → Transform

Here’s the twist that nobody’s talking about…

The more sophisticated your buyer’s AI research becomes… The more they crave genuine human insight.

This means…

Your marketing needs to evolve from: “Here’s all our information” to “Here’s the insight that matters right now.”

The Opportunity Hidden in Plain SightWhile everyone else is panicking about AI replacing human connection, you have a tremendous opportunity:

Use technology to enhance human conversation, not replace it.

Here’s how:

Embrace the AI-Human Partnership* Create content that complements AI research * Build conversation frameworks that go beyond what AI can provide * Focus on the insights AI can’t generate

Transform Your Approach to Focus on Buyer Insights* Stop creating general content * Start creating conversation catalysts * Build insight packages that matter

Leverage the New Buying Reality* Meet buyers where they are (post-AI research) * Provide unique perspectives AI can’t * Enable deeper human conversations

The New Rules of Sales-Marketing PartnershipForget everything you know about getting more leads to sales. Here’s what works:

Context is the New Currency* Every lead needs a story * Every touchpoint needs a purpose * Every conversation needs a next step

Content is Your Sales Team’s Secret Weapon.But not the way you think…

Stop creating general “thought leadership.”
Start creating conversation enablers
Build buyer-specific insight packages
Create champion kits to help “champions” mobilize internally for agreement

Stand out by simply being more human.I’m seeing this fascinating contrast: The more AI accelerates everything, the more valuable intentionally slow, human-crafted approaches become.

So, it looks like this:

A handwritten note in a world of automated sequences.
A personalized insight when everyone else is templating.
A moment of genuine connection amid the AI-noise.

One person. One conversation. One connection at a time.

These “analog moments” aren’t just different… They’re memorable. They’re meaningful. They create connection.

Not because they’re perfect. But because they’re purposefully imperfect.

It’s not just about being different… It’s about being helpful where it matters. That’s what’s memorable.

Collaboration is Your Competitive Edge* Weekly revenue team standups * Shared access to buyer insights * Joint account planning sessions

Your 30-Day Revenue Transformation Plan for 2025Week 1: Listen & Learn* Shadow three sales calls * Record every “stuck point” in conversations * Map your current buyer’s journey (the real one)

Week 2: Build Your Toolkits* Create conversation guides (not scripts) * Develop buyer-specific insight packages, especially champion kits * Build a shared revenue intelligence dashboard

Week 3: Enable & Empower* Train sales on using insights effectively * Create buyer-specific conversation flows * Build rapid response content processes

Week 4: Measure & Refine* Track conversation quality (not just quantity) * Measure sales toolkit adoption * Monitor buyer engagement patterns

The Questions That Change EverythingAsk yourself:

What if marketing’s job wasn’t to generate leads but to enable conversations?
What if we measured success by the quality of sales interactions, not the quantity of MQLs?
What if we built our entire process around human connection instead of automation?

Your Next MoveThe gap between marketing activity and sales results isn’t a technology problem. It’s a human problem.

And that’s good news…

Because while everyone else is chasing yet another shiny marketing tool/approach, you can focus on what matters:

Helping humans connect with humans.

Ready to transform your approach? Start with this:

Talk to your three best-performing sales reps
Ask them about their best customer conversations
Build your entire marketing strategy around enabling more of those moments

The future of B2B marketing isn’t about more leads. It’s about more meaningful conversations.

Are you ready to make that shift?

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Stop me if this sounds familiar…

Your marketing team is churning out content. Your sales team is grinding through calls. Your tech stack is packed with the best tools.

And yet… something’s not clicking.

Here’s something to consider: The real problem isn’t your sales or marketing team’s effort or creativity. It’s the fundamental disconnect between how we generate demand and how modern buyers buy.

Why Your Marketing Talent and Budget Isn’t the Real Problem* Your sales team spends up to 50% of their time prospecting (that’s $500,000 wasted per year for every $1M in sales costs) * Your marketing qualified leads (MQLs) have a conversion rate below 1% * Your customer acquisition costs have doubled since 2021

But the truth might sting: This isn’t a talent problem. And it’s not a budget problem.

It’s a system problem.

The Modern Demand Generation ParadoxWe’re living in a world where:

Buyers are doing 80% of their research before talking to sales
Digital channels are filling up with AI-generated noise
Cold outreach effectiveness has plummeted
Marketing budgets are under intense scrutiny

Yet we’ve been running playbooks since 2015.

The Way ForwardInstead of throwing more bodies at the problem or buying more tools, consider this:

Flip the Funnel: Stop thinking about leads. Start thinking about revenue. Work backward from there.
Align Around Revenue Your sales team’s time is your most expensive marketing channel. Treat it that way.
Rethink “Qualified”: The old MQL/SQL framework isn’t enough. Instead, focus on buying intent signals that align with buying journeys.
Build a Revenue Engine, Not a marketing machine. Not a sales machine. A revenue engine.

Your First Three Steps (Do These Today)1. Calculate your cost: Pull up your sales team’s calendar for the last week. Count the hours spent prospecting. Multiply by your fully loaded cost per hour. That number? It’s probably bigger than your marketing budget. 2. Map your revenue reality: Look at your last 10 deals. Document every touch point. Find the patterns. I guarantee they’ll surprise you. 3. Have the hard conversation: Get sales and marketing in a room. Ask one question: “What would it take for us never to make another cold call?” Then shut up and listen.

The Question That Changes EverythingAsk yourself this:

What if your marketing team’s job wasn’t to generate leads… But to make cold calling unnecessary?

Sit with that for a minute.

Because that’s not just a different metric, it’s a different mindset.

And it changes everything.

The CEO’s ChoiceYou have two options:

OPTION A: Keep funding an ever-expanding sales team to compensate for broken demand generation.

OPTION B: Fix your demand engine.

The math isn’t complicated. A single salesperson spending 50% less time prospecting could generate an additional $400,000 in revenue annually (assuming a $1M quota).

Your Next MoveAsk yourself:

What’s the actual cost of your sales team’s prospecting time?
How much revenue are you leaving on the table?
What would happen if your marketing generated demand instead of leads?

The answers might make you uncomfortable. But they might also be exactly what you need to hear.

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Here’s a Shocking Truth About B2B Marketing: Many companies are running blind.

They have sophisticated tech stacks, complex automation, and detailed processes. But if you ask them to describe their ideal customer precisely, they will give vague generalities about company size and industry.

It’s like trying to find your way home using a map from the wrong city…

The Real Cost of Fuzzy ICPsA poorly defined Ideal Customer Profile (ICP) costs more than missed opportunities—wasted time, resources, and effort. Without clarity, your team will chase the wrong prospects, spread themselves too thin, and ultimately leave money on the table.

The Fear of FocusLet me share a story that might change how you think about your ICP.

A technology company came to us with a common challenge: $60,000 average deals that required enormous effort to close. Their team was stretched thin, running from opportunity to opportunity, trying to be everything to everyone.

Their biggest fear? Narrowing their focus would mean leaving money on the table.

You might feel that same fear right now…

The TransformationHere’s what happened when they dared to focus:

Average deal size jumped 30%, to $80,000
Overall revenue increased by 20%
Profitability soared due to lower overhead
Sales team satisfaction improved thanks to more meaningful work

But the insight that changed everything was this:

The effort required to close an $80,000 deal was virtually the same as closing a $60,000 deal. They had been working just as hard for less return.

Why Focusing on the Right Customers MattersPay attention to this:

When you try to sell to everyone, you sacrifice the opportunity to connect deeply with the right customers. Focusing on your ideal customers unlocks transformational value, drives higher lifetime value, and reduces customer acquisition costs.

I’ve seen too many ICPs that define the Total Addressable Market rather than the ICP. That’s a mistake.

Think about it like Spotify.Your ICP isn’t the same as your Total Addressable Market (TAM). TAM is like Spotify’s massive audience of music listeners —it’s vast but not actionable.

Your ICP is like Spotify’s algorithm—it pinpoints the listeners who will create playlists, upgrade to premium, and share music with friends.

An effective ICP helps you zero in on customers who will:

Engage deeply with your solution
Expand their investment over time
Become your biggest advocates

The question isn’t, “How many customers could we serve?”

It’s, “Who are the power users that will drive exponential value?”

When I work with teams on their ICP, I ask:

Who generates the most lifetime value (LTV)?
Which deals close fastest and with the least friction?
What patterns emerge when you analyze your top 10 customers?
Name your recent best customers for [x] and describe why they are ideal.

The Hidden Math of FocusThink about this for a moment…

Your sales team has 2,080 working hours per year. They can spend those hours:

Chasing every opportunity that moves
Focusing exclusively on ideal customers who value your solution most

The time you spend serving the wrong customers isn’t just wasted—it’s stealing from your ability to find and serve the right ones.

The Real Questions to Ask YourselfBefore you dismiss this as just another anology, consider the following:

What percentage of your team’s time is spent on sub-optimal customers?
How many deals in your pipeline truly fit your ideal profile?
What could your average deal size be if you focused only on ideal customers?

Making the Shift: How to Fix Your ICP1. Audit Your Current State* Map your customer fit and profitability * Identify common characteristics of your best customers * Track effort against revenue

Define Your Focus* Create clear criteria for ideal customers
Build consensus across your organization
Improve processes to qualify opportunities early
Align Your Resources* Train teams to identify ideal customers (SDRs, BDRs, AEs, etc.)
Create content specifically for your target profile
Build systems to nurture ideal customers on their journeys
Measure What Matters* Track the average deal size
Monitor the sales cycle length
Measure customer lifetime value

An Example of Ideal Customer ProfileHere’s an example of an ICP that you can use for inspiration. It’s designed for a company like Markempa’s that specializes in helping B2B organizations create transformational growth:

Basic Information* Industry: Software and High-Tech Manufacturing * Size: Employees: 201–5,000 and Revenue: $25M–$500M * Location: U.S.A. * Position of Champion: Senior Marketing Executive, C-Suite * Job Titles: CEO, CMO, VP of Marketing

Product/Marketing/Sales Characteristics* Annual Contract Value (ACV): $100K or greater * LTV: CAC Ratio: 2:1 or better (if 1:1 or less, they must have investment available to improve this ratio) * Current Investments: Actively investing in digital marketing strategies such as paid ads, search, and content marketing

Key Challenges* Experiencing slow pipeline velocity despite significant marketing investments * Struggling with long sales cycles and inadequate lead-to-pipeline conversion * High lead volume but insufficient pipeline creation to meet revenue goals

Goals* Shorten the Customer Acquisition Cost (CAC) payback period * Increase lead-to-pipeline-to-revenue performance * Drive larger deals and higher profitability

Triggering Events* Recently experienced a leadership change (e.g., new CMO or CEO) * Pressure to scale after receiving funding or completing an acquisition * High customer churn driving urgency to improve marketing ROI

Preferred Client Characteristics (Intangibles)* Leadership Mindset: Cares about customer experience and believes in emotional well-being and intelligence, not just pure logic or rational selling. * Purposeful Business: Prioritizes values and impact along with profit-making. * Employee-Centricity: Fosters a positive environment where employees feel safe, are encouraged to innovate, learn from mistakes, and prioritize customers. * Executive Approach: Leaders who practice open-book accounting are emotionally intelligent, are dedicated to continuous growth, and believe in teamwork.

Companies We Avoid* Those who prioritize profits over employee or customer well-being * Organizations with questionable ethics or subpar customer service * Companies that rely on marketing to compensate for fundamental product deficiencies * Leadership teams with consistently negative feedback (e.g., poor Glassdoor reviews) * Companies where leaders are resistant to change and want to keep the status quo

The Courage to FocusThe hardest part isn’t creating your ICP. It’s the courage to say “no” to opportunities that don’t fit it. You must focus.

Remember: Whenever you say yes to a sub-optimal customer, you say no to an ideal one.

Beyond Traditional ICPs: The Mountain Peak PrincipleTraditional ICPs focus on demographics like:

Company size
Industry
Location
Budget
Job titles

But transformational ICPs focus on:

Structural readiness for change
Internal catalyst events
Decision-maker mindset
Organizational pain threshold

The Mountain Peak PrincipleImagine you’re looking at a topographical map. Traditional market segmentation defines borders of entire territories. But the real opportunity lies in identifying mountain peaks—points of concentrated potential value.

These peaks represent organizations where:

The pain of the status quo is unbearable
Your solution offers transformational (not incremental) value
They have both the ability and urgency to change

The IRAEV Framework: Finding Your PeaksInstead of starting with basic demographics, use the IRAEV framework:

Identify your best and worst customers
Rank their characteristics using specific criteria
Add structural and situational information
Evaluate common patterns and triggers
Validate through customer conversations

But here’s the key: Look for the stories behind the data.

Ask yourself:

What triggered them to look for a solution?
Who led or championed the change internally?
What made them ready to buy when others waited?
How did they build internal consensus?

Moving Forward: Your Next StepsStep 1: Gather Your TeamsGet your customer-facing teams together—they know the terrain.

Step 2: Map Your PeaksSeek to discover your best customers and why they fit your business perfectly. Start by looking at your top five customers who bring in the most money, share your company’s values, and get the most out of your product or service. Next, look at your five most recent customers.

Step 3: Study the ValleysEqually important as identifying your ideal clients is recognizing those who aren’t a good fit. Build a list of your least successful customers and look for patterns in their traits. Work with your team to collect 5 to 7 poor-fit customers.

These might include:

Consistently draining resources
Generating low revenue relative to high effort
Misalignment with your solution or values

Why this matters: Understanding who doesn’t fit is crucial for long-term success. It’s not just about avoiding these prospects—it’s about giving your team permission to disengage when a client doesn’t align with your Ideal Customer Profile.

Step 4: Chart Your CourseNext, you’ll look for differences between your best and worst customers. Using insights, you’ll focus and strategically direct your lead generation and business development efforts toward prospects who are the best fit.

The Path to GrowthThe future belongs to companies that identify and connect with transformation-ready organizations. Again, focus on the ideal. Everything else is just noise.

Ask yourself: Could your sales team look at any company and immediately know if it’s ideal—not just by size or industry but by its readiness to create transformational value?

If not, you’ve got work to do. But that’s where the opportunity lies.

Are you ready to focus on the customers who value you most? Let’s start climbing.

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Building an Effective ABM Lead List: Precision Beats Volume

Targeting the Right Accounts for Better ABM and Lead Generation Results

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When targeting high-value accounts, a broad list of generic leads won’t cut it. For account-based marketing (ABM) to succeed, you need a highly targeted list based on your Ideal Customer Profile (ICP). Think of it as a curated collection of potential accounts likely to convert rather than a generic pile of business cards with little context. It’s all about relevance and precision—finding the right companies and people who truly fit your target criteria.

So, how do you build this high-impact list?

Why Focused List Building Matters for ABMOne thing to remember: companies don’t buy—people do. Your ABM strategy should build and nurture real connections with decision-makers who fit your ICP. Buying an off-the-shelf list of names rarely leads to meaningful engagement, especially in complex B2B sales. In fact, studies show that a significant percentage of business contact information changes every year, making pre-purchased lists risky and unreliable. That’s why the most successful ABM strategies start with a carefully crafted list—one that’s been built and refined to match your ICP criteria.

Step 1: Start with In-House ListsBefore investing in external data, ensure you’re fully leveraging your existing resources. Start by gathering all your existing in-house data into one place, consolidating information from:

Sales team – key accounts and contacts they’ve already established
Past event attendees – webinars, trade shows, and seminars are goldmines of potential leads
Inbound inquiries – people who have expressed interest through email, phone, or web forms
Newsletter subscribers – a solid group who have engaged with your content
Inactive accounts – old leads might be dormant, not dead; review and requalify them

Bringing together your existing data sets is the first step toward creating a comprehensive view of potential ABM targets.

Step 2: Validate Against Your Ideal Customer ProfileOnce you’ve consolidated your internal data, the next step is to filter this list against your ICP. What does an ideal customer look like for your business? At a high level, an ICP should include the basic attributes of your target accounts, like:

Industry
Company size
Revenue range
Geographic location
Key pain points

Your ICP criteria should be clear and aligned with your ABM strategy, ensuring that every account on your list genuinely fits your solution.

Step 3: Use External Tools to Fill GapsAfter refining your in-house list, it’s time to turn to external data providers to fill in any gaps. The right tools can significantly boost your ability to find and connect with leads that match your ICP. Some of the best tools for building ABM lists include:

Apollo
LinkedIn Sales Navigator
ListKit
ZoomInfo
Seamless.ai
D&B

These platforms allow you to filter contacts by criteria like job title, industry, location, and even technology stack, so you’re only adding high-quality leads that align with your ICP.

One tip: When buying data, look for platforms that let you own the data outright. Renting lists can restrict how you use the data and may limit your outreach efforts over time.

Step 4: Target Your ABM List with Precision MarketingWith your curated ABM list in place, the next step is outreach. Start by using matched audience ads on platforms like LinkedIn, Google, or Facebook. This allows you to target ads specifically to your list, ensuring they see content that resonates with their needs and interests.

Additionally, set up outbound email sequences that provide real value—think educational content, relevant case studies, or exclusive insights. The goal here isn’t to pitch immediately; it’s to build trust and demonstrate expertise. For example, instead of asking them to book a demo right away, offer a resource addressing a common industry challenge.

Step 5: Build and Optimize Engagement FunnelsOne of the most effective ABM strategies is to create an engagement funnel that nurtures leads through various touchpoints. Here’s a simple approach:

Ads and Email Sequences: Start with matched ads and educational email sequences targeted to your ABM list.
Retargeting Campaigns: To keep your brand top-of-mind, add those who engage to retargeting campaigns on LinkedIn, Google, or Meta.
Personal Outreach: Once a lead shows strong engagement, consider a personal touchpoint from your SDRs or sales team to further qualify their interest.

Over time, this funnel will help you convert high-quality leads into opportunities, ultimately driving revenue growth.

Treat Your ABM Database as a Valuable AssetA well-maintained ABM database is a valuable asset that grows over time. Keep it updated, relevant, and aligned with your ICP to ensure it consistently drives your organization’s value. Regularly review and cleanse your database to avoid accumulating outdated or irrelevant contacts.

By investing time in building and maintaining your ABM lead list, you’re setting up your organization for long-term success. It’s an asset that, if managed well, can consistently yield high-quality opportunities and fuel sustainable growth.

Closing ThoughtsBuilding an ABM list is about quality over quantity. The most effective ABM strategies focus on targeted outreach to the right people in the right companies—those with the potential to become long-term customers. By combining in-house insights with powerful external tools, you can create a list that doesn’t just fill your pipeline but moves the needle on meaningful, revenue-driving relationships.

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In today’s AI-driven, data-saturated marketing world, everyone claims to be “customer-centric.” It’s become the price of entry. But here’s a counter-intuitive truth: The more we think we understand our customers, the more likely we are to misread them completely.

The Empathy IllusionLet me share a fascinating study that was mindblowing. Dr. Johannes Huttula conducted research with 480 experienced marketing managers – professionals who spent their careers trying to understand customers. The results? The more empathetic these marketers believed themselves to be, the worse they actually predicted customer preferences and motivations.

Think about that for a moment. The very thing we think makes us good at understanding customers might be what’s holding us back.

Why This Matters More Than EverIn 2024, we face a unique challenge. We have:

More customer data than ever before
Sophisticated AI tools for analysis
Endless touchpoint opportunities
Advanced personalization capabilities

Yet, genuine customer connection feels more elusive than ever. Why?

The Science Behind Our Blind SpotDr. Antonio Damasio’s groundbreaking research revealed something crucial: We’re not thinking machines that feel; we’re feeling machines that think. Every decision – even in B2B – is grounded in emotion.

This creates THE paradox for marketers. We use data to understand customers, but data alone misses the emotional core of decision-making.

The Hidden Barrier to Customer UnderstandingThrough my work with B2B companies and conversations on the B2B Roundtable Podcast, I’ve noticed a pattern. The more sophisticated our marketing tools become, the more we risk substituting data for genuine understanding.

Here’s what typically happens:

We gather extensive customer data
We create detailed personas
We implement personalization
We track every interaction

Yet we miss the fundamental emotional drivers behind customer decisions.

Breaking Through the Empathy BarrierSo how do we fix this? Here’s what I’ve learned works:

Start with Connection, Not ConversionInstead of asking “How do we get customers to buy?” ask “How can we help them succeed?”

Real Example: A B2B software company completely redesigned their approach. Rather than leading with product demos, they started by hosting problem-solving sessions with prospects. The result? Their sales cycle shortened by 40% because they built trust first.

Challenge Your AssumptionsBefore your next marketing campaign, ask:
Are we projecting our preferences onto customers?
Have we really listened, or are we just confirming our biases?
What don’t we know about our customers’ emotional drivers?
Ground Everything in Customer Truth* Conduct regular customer interviews
Shadow customer interactions
Listen to sales calls
Read support tickets
Engage in customer communities
Map Emotional MotivatorsUnderstanding what truly drives your customers means going beyond surface-level pain points to uncover:
Career motivations
Personal aspirations
Professional fears
Trust barriers

Making It Real: Practical Steps1. Customer Conversation Program * Schedule regular customer interviews * Focus on stories, not just feedback * Look for emotional themes * Share insights across teams 2. Decision Journey Mapping * Document emotional highs and lows * Identify trust-building moments * Map anxiety points * Plan interventions 3. Testing Framework * Use A/B testing to validate assumptions * Test emotional messaging variations * Measure engagement beyond clicks * Track trust indicators

Looking ForwardThe future of B2B marketing isn’t about more data or better technology – it’s about deeper understanding. As AI and automation become ubiquitous, genuine human connection becomes our real differentiator.

Your TurnI’m curious about your experience with customer empathy:

How do you check your own biases?
What methods have you found effective for truly understanding customers?
Where do you see the biggest gaps between data and real understanding?

Share your thoughts in the comments below.

Want to dive deeper? Check out these related articles:

HBR: Putting Yourself in the Customer’s Shoes Doesn’t Work: An Interview with Johannes Hattula

How Empathy Will Grow Your Sales and Marketing Pipeline

Empathetic Marketing: How To Connect With Your Customers

Growing B2B relationships with trust and empathy

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CEOs expect more than just basic marketing metrics. They want precise, revenue-focused measurements demonstrating marketing’s direct impact on business growth. According to Forrester’s latest research, while 94% of B2B organizations use analytics, only 6% qualify as truly advanced insight-driven businesses.

The Current State of B2B Marketing MeasurementRecent research reveals a significant gap between reporting and insights:

Most B2B organizations struggle with turning data into actionable insights
There’s an over-reliance on basic analytics tools and spreadsheets
Marketing leaders often focus too heavily on internal metrics rather than customer value
Many organizations still depend too much on sourcing metrics that don’t align with modern growth strategies

6 Essential Marketing Metrics for 2024Here are the metrics that truly matter to CEOs and board members today:

Marketing’s Revenue ImpactKey Measurements:
Marketing-influenced revenue percentage
Pipeline acceleration metrics
Revenue velocity
Multi-touch attribution results

Why It Matters: CEOs need to see marketing’s holistic impact on revenue, not just lead generation numbers.

Customer Lifetime Value (CLV) to Customer Acquisition Cost (CAC) RatioKey Measurements:
CLV:CAC ratio (aim for 3:1 or higher)
Trend analysis over time
Segment-specific ratios
Post-sale customer lifecycle metrics

Why It Matters: This ratio shows the efficiency of your growth engine and the sustainability of your customer acquisition strategy.

If you want help calculating LTV: CAC, check out this post.

Cheatsheet for CEO-level calculating marketing measurements via HubSpot

6 Marketing metrics your CEO actually cares about Source: hubspot.com3. Customer Experience and Value MetricsKey Measurements:

Net Promoter Score (NPS)
Customer satisfaction scores
Product adoption rates
Customer health scores

Why It Matters: According to Forrester, companies tracking customer value metrics consistently outperform those focused solely on internal metrics.

Marketing Efficiency Ratio (MER)Key Measurements:
Total revenue / Total marketing spend
Channel-specific efficiency ratios
Program ROI
Marketing expense to revenue ratio

Why It Matters: Shows marketing’s ability to generate revenue efficiently, beyond just basic ROI.

Pipeline Velocity MetricsKey Measurements:
Time to revenue
Sales cycle length
Conversion rate by stage
Deal velocity

Why It Matters: Demonstrates marketing’s impact on accelerating revenue generation.

Account-Based Marketing (ABM) PerformanceKey Measurements:
Target account engagement
Account penetration rates
Multi-thread relationships
Account-specific revenue growth

Why It Matters: Shows marketing’s strategic impact on key account growth and enterprise value.

Implementation Framework1. Data Integration* Connect marketing automation with CRM * Implement robust attribution modeling * Establish closed-loop reporting * Enable cross-channel tracking

Reporting Cadence* Weekly: Activity metrics
Monthly: Performance metrics
Quarterly: Strategic metrics
Annually: Full-impact analysis
Visualization Best Practices* Focus on trends over time
Show comparison to targets
Include industry benchmarks
Highlight actionable insights

The Common Pitfalls to Avoid1. Over-Reporting* Focus on insights over volume * Prioritize actionable metrics * Avoid vanity metrics

Siloed Analysis* Integrate sales and marketing data
Connect customer success metrics
Include product usage data

3. Missing Context* Provide market benchmarks * Include competitive context * Show historical trends * Moving Forward: Key Recommendations

Moving Forward: Key Recommendations1. Shift from Sourcing to InfluenceTo enhance marketing effectiveness, it is crucial to transition from merely sourcing leads to actively influencing the customer journey.

Track marketing’s impact across the entire customer journey
Measure both direct and indirect contributions
Focus on pipeline acceleration
Emphasize Customer ValueA deep understanding of customer value is paramount for long-term success.
Balance internal and customer metrics
Track post-sale performance
Measure customer success indicators
Invest in Analytics Capabilities* Improve data literacy
Implement advanced attribution
Develop predictive capabilities

ConclusionThe most successful B2B marketing leaders in 2024 will be those who can demonstrate their impact on revenue, customer value, and business growth. By focusing on these six key areas and implementing robust measurement frameworks, marketing leaders can better align with CEO expectations and drive strategic value for their organizations.

Every CEO cares about a Customer’s lifetime value (LTV) and Customer Acquisition Cost (CAC), but what other marketing metrics do they care about?

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Bring more innovation to your demand generation now

Transform Your Customer Journey and Accelerate Growth

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Here’s a sobering statistic: According to Forrester, even top-performing companies convert only 1.54% of their marketing-qualified leads to revenue. That means 98% of potential customers slip through the cracks during their buying journey.

If that number makes you uncomfortable, it should. But here’s the good news: You can dramatically improve your conversion rates by reimagining your lead management strategy through the lens of customer experience.

Source: Forrester US and Europe B2B Marketing Tactics and Benchmarks Online SurveyUnderstanding Lead Conversion Rates Across IndustriesLead conversion rates vary widely across sectors. According to the 2023 Ruler Analytics Conversion Benchmark Report, Professional Services leads with a 4.6% conversion rate, while Industrial and Auto follow at 4.0% and 3.7%, respectively. On the other hand, B2B e-commerce lags at 1.8%, pointing to potential challenges in nurturing leads.

These benchmarks can help businesses set realistic goals and refine their strategies. If your rates fall below the average, it may be time to rethink your approach to lead management and engagement.

The Current State of Lead Management: Where Companies Fall ShortRecent research by Altman Vilandrie & Company revealed that only 15% of businesses fully leverage essential B2B strategies like customer mapping, lead scoring, and coordinated upsells. Why are so many companies struggling? Here are the most common pitfalls:

Misaligned qualification criteria between sales and marketing teams
Over-reliance on behavioral scoring without considering customer fit
Fragmented lead data across multiple accounts
Single-channel nurturing programs that lack personalization
Poor feedback loops between sales and marketing
Missing customer experience perspective in lead management
Insufficient sales and marketing collaboration

These are just some reasons why ensuring your team manages leads well is more important than ever and why you need to optimize your approach.

Source: Altman Vilandrie & Company Understanding Modern Lead ManagementAt its core, lead management is a strategic process that transforms prospects into customers by tracking and optimizing every touchpoint in their buying journey. Let’s break down the five crucial stages:

Source: Lead Generation for the Complex Sale (McGraw-Hill) by Brian CarrollThe above illustration shows the components of lead management. The five major stages of a lead management process include the following:

Lead capture – Collection of prospect information into a centralized database
Lead qualification & Scoring: Evaluating fit and readiness using agreed-upon criteria
Lead nurturing – Guiding early-stage leads toward purchase intent
Lead routing – Transitioning sales-ready leads to the right sales representatives
Lead attribution and reporting – Closing the loop, Measuring, and optimizing the entire process

Do you have your process for each step documented and understood by key stakeholders? If not, start now.

Many marketers hope that buying marketing automation will drive better lead management processes. However, to optimize lead management, you need more than technology. There are fundamental aspects of lead management that often get overlooked.

Lead Management Fundamentals Lead management includes the following components:

People* Dedicated sales development representatives (SDRs) * Conversion optimization specialists * Cross-functional team alignment

Processes * Centralized lead qualification * Clear ideal customer profile (ICP) filtering * Sales and marketing service level agreements (SLAs) * Strategic lead routing protocols * Content-driven nurturing programs

Technology * Integrated marketing automation * CRM optimization * Data quality management * Performance metrics tracking * Sales enablement tools

Five steps to optimize lead management conversionNext, I’ll share five steps you can use to optimize your lead management and convert more leads to revenue.

Step 1: Create and Test Your Service Level Agreement (SLA)Marketers typically have their ways of determining lead quality, but it’s shocking how many don’t know the other side of the story: what do salespeople consider a qualified lead?

To create a service-level agreement, start by bringing sales and marketing together to define:

What constitutes a sales-ready lead
Clear routing criteria based on territories and specialties (territories, vertical focus, product interest, etc.)
Response time expectations (2 hours, 24 hours, 48 hours?)
Accountability measures
End-to-end process documentation

As a marketer, your job isn’t simply to generate leads. You need to help identify which of those leads are the best prospects for the sales team to follow up on right away.

3 Good Questions to Align B2B Marketing, Sales, and Strategy

How to create a Universal Lead Definition

Step 2. Implement Universal Lead Definition (ULD)Next, you must filter and qualify leads based on your universal lead definition. Your ULD Should:

Set clear qualification parameters
Balance automated scoring with human insight
Guide SDR decision-making
Create consistency across teams

Marketing automation platforms and lead scoring also help a lot. However, automated systems can only accomplish so much without a human touch. That’s why you need people like sales development reps (SDRs) or inside sales to identify qualified leads for sales readiness.

More lead qualification resources:

Lead Qualification: Stop generating leads and start generating revenue
The Biggest Contributor to B2B Revenue
Lead Qualification That Converts Leads into Sales Opportunities

Step 3. Design a Multi-Channel Nurturing StrategyModern lead nurturing goes beyond email workflows:

Deliver value through multiple touchpoints
Focus on account-level engagement
Provide persona-specific content
Maintain consistent, relevant dialogue

Many think lead nurturing is just an email workflow in their marketing automation. Instead, you need to think about it in much broader terms, reaching people in whatever channels they want to be contacted with valuable, relevant, and helpful information.

For more on lead nurturing, read:

Lead Nurturing: 5 Useful Tactics to Get More Opportunities
Lead Nurturing: 4 Steps to walking the buying path with your customers
7 Tips to Boost Lead Nurturing Email Results Immediately

Step 4: Optimize Your Marketing-to-Sales HandoffThe handoff between marketing and sales is crucial. To make the routing as smooth as possible, you need a documented process agreed upon by both sales and marketing. Create a seamless transition by:

Verifying leads match your ULD before routing
Establishing clear ownership at each stage
Monitoring follow-up performance
Setting up accountability measures

For more, check out How to Improve Lead Routing to Skyrocket Sales Results

Ultimately, a clear lead routing process not only increases efficiency but also shows whether your leads are helping your sales team convert and measures your contribution to the pipeline.

Step 5. Close the loop to track and refine your approachEffective sales and marketing organizations communicate well. Regular sales and marketing “huddles” should track:

Pipeline velocity metrics
Response time analytics
Territory performance comparisons
Revenue forecasts
Conversion rates at each stage
ROI measurements

In sum, you want to answer two questions: Are your qualified leads helping your sales team sell more? How can you increase the probability that your qualified leads will become profitable customers?

31 Ideas for Improving Sales and Marketing Collaboration and Alignment

6 Metrics That Will Get You an Edge and Your CEO Clarity

16 Proven Ways to Get Better Opportunities Now

The Path ForwardBy viewing lead management through the customer experience lens, you’re not just optimizing a process—you’re building a framework for sustainable revenue growth. Remember: Every percentage point improvement in conversion represents real opportunities and actual revenue.

Take Action Now:1. Audit your current lead management process 2. Schedule a sales and marketing alignment meeting 3. Document your universal lead definition 4. Review your nurturing content strategy 5. Set up regular performance review sessions

What steps are you taking to optimize your lead management? Share your experiences in the comments below.

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After years of working with B2B companies, I’ll share something I’ve learned: Marketing automation is powerful, but it’s not magic. The real magic happens when we use automation to be more human, not less.

The Automation ParadoxWhile we have more sophisticated automation tools than ever before, building genuine customer relationships has never been more challenging. Why? Because we often forget that automation should enhance human connection, not replace it.

Through my research and conversations with marketers, I’ve discovered three automation tracks that help build relationships rather than push messages.

Three Automation Paths That Build Trust1. The User-Prospect JourneyInstead of treating everyone the same, intelligent automation helps you understand where people are in their journey.

Think about it like this:

Someone who’s actively using your product needs different support than someone just exploring
Their actions tell you what they need next
Automation helps you respond at the right moment with the right help

Real Example: One software company saw engagement increase by 47% when they started tailoring content based on product usage patterns rather than generic nurture sequences.

The Value Escalation PathThis isn’t just about converting free users to paid customers – it’s about helping people get more value at each stage.

Your automation should:

Recognize progress milestones
Celebrate customer successes
Offer relevant next steps
Provide timely support

Key Insight: The best automation doesn’t feel like selling—it feels like having a knowledgeable guide helps you succeed.

The Timing-Based Support TrackYes, trials have deadlines, but this track is about more than countdown reminders. It’s about ensuring customers get maximum value within their timeline.

Smart automation helps by:

Providing relevant resources at critical moments
Offering help before it’s needed
Addressing common challenges proactively
Making renewal decisions easier

Making Automation More HumanHere’s what I’ve learned works:

Start with Understanding* Map customer journeys
Identify key moments of truth
Understand common challenges
Plan helpful interventions
Design for Value* Create helpful content
Time interventions thoughtfully
Measure what matters
Adjust based on feedback
Keep it Personal* Use behavioral triggers wisely
Maintain conversation tone
Allow for human intervention
Enable easy responses

The Trust FactorHere’s the crucial point: You can’t automate trust. But you can use automation to demonstrate trustworthiness by consistently:

Being helpful at the right moments
Respecting customer preferences
Providing relevant value
Maintaining authentic communication

Looking ForwardThe future of marketing automation isn’t about more complex workflows – it’s about being more helpfully human at scale. Success comes from using automation to enhance relationships, not replace them.

Remember: The best automation doesn’t feel automated at all – it feels like having a helpful friend who always knows when you need support.

How are you using automation to build better customer relationships? Share your experiences in the comments below.

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During a recent B2B Roundtable Webinar about sales development, someone asked me, “What should I look for in an SDR?”

After helping hire and train hundreds of sales development representatives, I’ve learned that the answer isn’t as straightforward as most people think. Let me share what I’ve discovered makes the difference between good and great SDRs.

Beyond the Traditional Sales Development Rep ProfileHere’s what fascinates me: While most companies focus on finding SDRs with traditional sales skills, the most successful ones often possess qualities you might not expect.

Let me share a story that illustrates this perfectly. One of our most successful SDRs came to us without any sales experience. What made him exceptional wasn’t his ability to “sell” – it was his genuine desire to help others succeed.

The Critical Traits of Top-Performing SDRsThrough my research and experience, here are the traits that consistently separate great SDRs from the rest:

A Genuine Desire to ServeThis might surprise you, but the best SDRs aren’t primarily motivated by hitting quota. They’re driven by helping others solve problems. Think about it: SDRs interact with prospects all day, every day. When they finish a conversation, the prospect should feel the interaction added value – regardless of their timing to buy.
Process-Driven MindsetModern SDRs manage 60-80 meaningful touches daily across multiple channels. This isn’t about “smile and dial” anymore – it’s about executing a sophisticated, multi-channel engagement strategy. The best SDRs follow proven processes while maintaining authentic conversations.
Resilience with PatienceHere’s a reality check: Meaningfully engaging a prospect requires 8-12 touchpoints. Great SDRs understand this is a marathon, not a sprint. They’re not looking for instant gratification but building relationships over time.
Empathetic ListeningThis is where most SDR hiring gets it wrong. Technical skills can be taught, but empathy is fundamental. Top SDRs can:
Read between the lines
Pick up on subtle buying signals
Understand unstated concerns
Anticipate prospect needs
Natural CuriosityThe best SDRs are perpetual learners. They:
Stay informed about their industry
Understand their customers’ businesses
Continuously improve their skills
Ask thoughtful questions

Making It Work in Your OrganizationIf you’re building or expanding your SDR team, here’s what I’ve found works:

Look Beyond Traditional Metrics
- Focus on learning ability
- Assess emotional intelligence
- Test problem-solving skills
- Evaluate communication style
Develop a Thorough Hiring Process
- Multiple interviews
- Role-playing exercises
- Situational assessments
- Team interaction evaluation
Create Growth Paths
- Clear development plans
- Mentorship programs
- Skill development opportunities
- Career progression

A Success StoryLet me share a real example. Mark, one of our senior SDRs, came to us as a temp with no sales experience. What made him successful? His genuine desire to help others and his commitment to continuous learning. Eleven years later, he’s still exceeding expectations because he focuses on adding value in every interaction.

Mark says, “I wanted to work for an organization where I could make a real difference. My goal isn’t just hitting numbers – it’s helping our prospects solve real problems.”

Looking ForwardThe future of sales development isn’t about more automation or better scripts – it’s about building authentic connections with prospects. The most successful SDRs will be those who can balance process with personality, technology with human touch.

What traits have you found most important in successful SDRs? Share your experiences in the comments below.

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“We know more about our prospects than our current customers.”

When a client recently shared this with me, I had to pause. It perfectly captured a painful irony in B2B marketing: we often invest more energy in understanding people who might buy from us than those who already do.

The $150 Million Wake-Up CallLet me share a story that illustrates this point perfectly. During a conversation I had with a Global 100 software company, a marketing leader told me about their wake-up call.

Their new CEO asked the executive team (10 people) to write down their top 10 customers. The results? Only four executives could name even half of them correctly. Here’s the kicker: those top 10 customers represented over 50% of their $300 million revenue.

Think about that for a moment. The company’s leaders couldn’t identify the customers who kept their lights on.

The Customer-First TransformationWhat happened next is fascinating. The CEO immediately declared, “we’re focusing on our customers first!” It wasn’t just talk. They launched what they called “The Customer First Plan,” and the results were remarkable:

15% net revenue increase from existing customers
Customer referrals doubled
Deeper relationships across accounts

Why We’re Still Getting This WrongThrough my research on customer empathy and countless conversations with B2B leaders, I’ve found this isn’t an isolated case. The CMO Council research reveals a sobering reality:

Only 6% of marketers have excellent customer knowledge
Over 50% admit to having fair, little, or no customer knowledge
Half of global marketers lack a strategy for growing key accounts

The Hidden Growth Engine in Your BusinessHere’s what I’ve learned: The same skills and processes you use for lead generation can transform your customer retention and growth. But there’s a crucial difference – you already have a relationship with these people. They’ve already trusted you with their business.

Making the Shift: Your Customer-First Action Plan1. Start with Data Reality * When was the last time you verified your customer database? * Are your contacts still in the same roles? * Do you know who influences decisions now? 2. Nurture Existing Relationships * Educate customers about new solutions * Share industry insights * Affirm their decision to work with you * Position yourself as a trusted advisor 3. Apply Lead Gen Best Practices to Customer Growth * Use customer journey mapping * Develop targeted content * Create nurture streams * Track engagement signals

The Empathy AdvantageThe beauty of focusing on current customers is that you have a foundation of trust to build upon. You don’t need to guess about their challenges – you can ask them. You don’t need to hypothesize about their needs – you can observe them.

Making It WorkHere’s what successful customer-first companies do differently:

Regular Check-ins
- Quarterly business reviews
- Voice of customer programs
- Success metrics tracking
- Executive alignment meetings
Strategic Communication
- Value-add content
- Industry insights
- Success stories
- Product updates
Proactive Problem Solving
- Usage monitoring
- Early warning systems
- Success planning
- Growth opportunity mapping

The Bottom LineIt’s time to bring the same energy, creativity, and systematic approach to customer retention that we bring to lead generation. After all, your best prospects might just be your current customers.

Your Customer-First ChecklistAsk yourself:

Do you know your top 10 customers by revenue?
Can you name their key decision-makers?
Do you understand their current challenges?
Have you mapped their growth potential?
Are you actively nurturing these relationships?

Want to dive deeper into customer retention strategies?

Brian Carroll – markempa: Recent Episodes

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