The document discusses using empathy as a "superpower" in lead generation and marketing. It provides an overview of a webinar on the topic featuring speakers Brian Carroll and Tom Pick. The webinar will demonstrate 5 ways to use empathy to improve marketing, including putting customers first, mapping their motivations, having digital conversations, giving useful insights, and applying empathy within organizations. It provides examples from Optum of how taking an empathetic approach improved lead generation results.

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Empathy: Your Lead Generation
Superpower
Brian Carroll Tom Pick
With: Moderated by:
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2
Click on the Questions panel to
interact with the presenters

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About Brian Carroll
CEO & Founder of markempa
Brian is the CEO and founder of markempa, helping companies to improve how they get and grow customer
relationships with empathy-based marketing. Brian influenced B2B marketing as the CEO of InTouch, which was
acquired by MECLABS, the parent company of MarketingSherpa. He is the author of the bestseller, Lead Generation
for the Complex Sale, and the B2B Lead Blog which is read by thousands each week. He also founded B2B Lead
Roundtable LinkedIn Group with 19,830+ members.
About Tom Pick
Digital Marketing Consultant, co-founder B2B Marketing Zone
Tom Pick is a digital marketing consultant who's helped dozens of B2B clients improve their business results online. A co-
founder of the B2B Marketing Zone, Tom has been named a Top 50 B2B Marketing Influencer and blogs at
Webbiquity.com.

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Source: http://www.cfstwo.com
Why this?

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3% of buyers trust sales people or
marketers
-HubSpot Global Jobs Poll Q2 2016
Trust Gap

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Channels and Noise

7. Antonio Damasio, Neuroscientist
University of Southern California

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It begins with empathy
Understanding your customers thoughts and feelings

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“The need for empathy towards the
buyer is huge. It’s a differentiator…”
Doug Brown, former Chief Marketing Officer
IBM Systems

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“It's very difficult to design
something for someone if you have
no empathy.”
Stewart Butterfield, CEO
Slack

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5 Ways to use your empathy superpower

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Karen Thomas-Smith
Vice President, Provider Marketing
and Reference Management
Optum

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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
“Companies can be high customer or high
self. You've got to change your lens to be high
customer” - Karen Thomas-Smith

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①Put your customers first

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Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract
Principals in action:
Focus on your customer’s buying experience

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②Map their motivation
Why do your customers buy?

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Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract
Principals in action:
Understand customer motivation via
research/interviews

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Degrees of Customer Value
My company
My work
Personal
Who I am
Personal value has twice the impact on
willingness to buy/pay premium
-CEB (now Gartner) 2014 B2B Value Survey

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Personal
Value is
largely
untapped in
B2B

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Emotions that drive buying decisions
Stand out from others Project a unique social identity; be seen as special
Confident about future Perceive the future as better than the past
Sense of well-being Feel that life measures up to expectations and I feel balance (stress free)
Sense of freedom Act independently, without obligations or restriction
Feel a sense of thrill Experience visceral, pleasure and excitement; participate in exciting, fun events
Sense of belonging Feel a part of a group, affiliation with people they relate to or aspire to be like
Be person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image
Feel secure Believe that what they have today will be there tomorrow; pursue goals and
dreams without worry
Feel success Feel that they lead meaningful lives; find worth that goes beyond financial
measures
SOURCE SCOTT MAGIDS, ALAN ZORFAS, AND DANIEL LEEMON HBR: “THE NEW SCIENCE OF CUSTOMER
EMOTIONS”

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Things you can do to map customer motivation
• Use empathetic listening (aka third ear listening)
• Learn about how to read micro expressions
• Listen to calls (or recordings) with potential customers
• Use Empathy Maps
Free Empathy Map Checklist
markempa.com/blog

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Empathy Map
Example

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③Digital conversations,
not campaigns
Don’t sell to me, converse with me

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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
Source: http://www.marketingsherpa.com/video/how-optum-generated-closed-contract
Help customers change by mapping their journey

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Example Customer Journey Map Process

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Source: www.marketingsherpa.com/
video/how-optum-generated-closed-
contract
Show customer advocates
Principals in action:
Use words they say

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④Give useful insights
The best selling feels like helping (because it is)

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Landing Pages
PRIMARY CONTENT
Banner Ads
Blog Series
Email Templates
Optum.com/PURL
Reimagining content
SUPPLEMENTAL CONTENT
Principals in action:
Nugifying your content to give relevant
insights

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Content machine

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

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Other ways to give useful insights
•Humanize your approach
•Test new content offers to help them on their journey
•Apply the platinum rule of empathy
Principals in action:
Platinum rule of empathy: Treat others as
THEY want to be treated

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⑤Be the change
Applying Empathy

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Subject Line Experiment
TreatmentControl
44.7% increase in
open rate
Experiment ID: #4116
Principals in action:
Humanize your approach

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Customer Empathy Assessment Index
How well are you connecting with customer motivations and emotions?
• Emotional Resonance - appeals to customers motivating feelings not just logical/rational
• Customer focus - addresses their experience/story (not just your product/solution story)
• Relevance - targets specific WHO/persona and what’s going on in their situation
• Clarity - speaks to the decisions they need to make and what do they need to DO
Rating Scale: 1 = Poor; 2 = Fair, 3 = Good; 4 = Very Good, 5 = Outstanding

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Follow-up nurturing e-mail example
Customer Empathy Index
EMOTION
CUSTOMER FOCUS
RELEVANCE
CLARITY

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Customer Empathy Index
Empathy-based nurturing case study
Control
EMOTION
CUSTOMER FOCUS
RELEVANCE
CLARITY
Source: http://www.marketingexperiments.com/blog/research-topics/
email-marketing/email-copywriting-change-tone.html

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Customer Empathy Index Customer Empathy Index
Empathy-based nurturing case study
EMOTION
CUSTOMER FOCUS
RELEVANCE
CLARITY
Treatment
Source: http://www.marketingexperiments.com/blog/research-topics/
email-marketing/email-copywriting-change-tone.html

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Control
Treatment
Empathy-based nurturing case study
Using A/B testing
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.html
Standard Sales Empathy-based

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Treatment
Empathy-based
7.08% Conversion Rate
Control
Standard Sales
1.58% Conversion Rate
Empathy-based nurturing case study
Using A/B testing
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.html

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Control
Treatment
Empathy-based nurturing case study
Using A/B testing
By addressing the customer’s anxiety with empathy, they saw a
349% increase in total leads!
Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/
email-copywriting-change-tone.html

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Things you can do to be the change
• Spend time in the world of your customer (and just observe and listen)
• Get curious about your customers individual motivation
• Review emails, calls, social media for degree of customer empathy
3-minute empathy quiz
markempa.com/empathy-quiz

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Create
empathy
map to
understand
motivation
Free Empathy Map Checklist
markempa.com/blog

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Takeaways

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Thank you
Brian Carroll
brian@markempa.com

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Q&A
CEO & Founder of markempa
Linkedin page: linkedin.com/in/brianjcarroll/
Twitter ID: @brianjcarroll
Website: https://markempa.com/
Digital Marketing Consultant, Co-Founder
B2B Marketing Zone
Linkedin page: linkedin.com/in/tompick/
Twitter ID: @tompick
Website: https://webbiquity.com/
Brian Carroll
With:
Tom Pick
Moderated by:
www.b2bmarketingzone.com/webinar-series/lead-generation