Lorenzo C.

CRO & Growth for DTC brands | ex-CXL

I use code and AI to build systems, automations and apps that solve problems for marketing and sales teams.

CRO, User Research and Experimentation Consultant

Quit my full-time job at Speero (previously CXL Agency) in Oct 2020. Spent 3 months reading a lot of books and relaxing. Finally started my own CRO consulting business in Jan 2021.

25+ years of business optimization experience.

I help businesses stop guessing and start growing by aligning their customer story with their success story.

For over 20 years, I’ve worked with companies from scrappy startups to Fortune 500 giants to turn data into decisions and browsers into buyers. As co-founder of BuyerLegends, my mission is simple: make marketing human again, using storytelling, analytics, and customer-focused design.

I’m a bestselling author of Call to Action, Waiting for Your Cat to Bark?, and Be Like Amazon, books that topped The New York Times and Wall Street Journal lists. These books didn’t just sound smart, they helped businesses get smarter about how to engage, convert, and retain customers. My next title coming in the summer of 2025 is “I Think I Swallowed an Elephant: The Stories We Sell, The Success We Build.”

Named an IBM Futurist and one of eConsultancy’s Top 10 UX Gurus, I’ve delivered keynotes at Shop.org, DreamForce, and dozens of global stages. My goal has always been the same: turn complex ideas into simple, actionable strategies that drive real growth.

Beyond the boardroom, I’m co-owner of A Place At Home, North Austin, where we help seniors, veterans, and people with disabilities live with dignity and care. I also co-chair the Round Rock Chamber of Commerce Ambassadors and host the Rock Solid: Round Rock Business Leaders podcast, where local stories fuel local success.

Your business has a story. Let’s make sure it’s one your customers want to be part of.

Bryan Eisenberg

Opportunity rarely knocks the way we expect.

A couple of years ago I met Aaron Dominguez at a Round Rock Chamber event. We talked business, community, and the kinds of things people talk about when they’re trying to understand how they can help each other succeed. At the time, I had no idea that simple introduction would lead to something far more meaningful than a business connection.

Aaron is deeply woven into the fabric of this community. Among the many ways he serves, he sits on the board of the Round Rock Baseball League, helping create opportunities for young players across the city.

Recently he put out a call looking for more coaches for their 12U and 14U teams. When I saw the message, I immediately thought of my son Sammy. Sammy played baseball his whole life and pitched in college, so the game is part of who he is. What he hadn’t done yet was coach. I asked Aaron if he would be open to giving a first time coach a chance.

He didn’t hesitate.

Sammy stepped in to lead the team, and I offered to assist him as he figured out what it means to guide a group of young players who look to their coach for both instruction and example.

Standing on that field now brings a kind of joy I didn’t expect. I loved watching Sammy compete when he was playing, but watching him invest in these twelve boys, helping them understand the game, encouraging them, and seeing their confidence grow each week might be even more rewarding. There is something powerful about seeing the next generation discover not just how to play, but how to lead.

And the thought that keeps coming back to me is how this all began.

It started with a simple conversation at a chamber event.

People often think of networking as a way to grow a business, yet the real value is something much deeper. The relationships you build in a community create unexpected opportunities that shape your life in ways you could never plan.

Sometimes those opportunities help your company grow. Sometimes they help your children grow. And occasionally, if you’re lucky, they allow you to stand on a baseball field and watch both happen at the same time. 

There is a lot more to learn about the power of building “unexpected community” from my conversation with Aaron on the Rock Solid Round Rock podcast. Check it out.

Persuasion Architect | 25+ Years Helping Brands with the Stories They Sell (Google, Disney, GE, Chase, HP) | Keynote Speaker, NY Times Bestselling author. For international speaking contact info@talkertalent.com

Most marketers optimize pages. Buyers optimize decisions.

That small difference explains why so many buyer journeys fail.

For years we focused on conversion rates, funnels, and optimization. But long before those terms became popular, we were already asking a different question.

What story is the buyer telling themselves while they decide?

That question changed how we think about marketing, persuasion, and the buyer journey.

I wrote a short piece about how this idea shaped our work decades before “buyer journey” became a buzzword and why “conversion rate” was the biggest mistake we might have ever made. 

If you care about better marketing, better testing, and better customer experiences, you’ll want to read this.

One of the biggest mistakes in marketing today started with a single word. Conversion. For more than twenty years we built an entire discipline around

Open article: Buyers Don’t Move Through Funnels. They Move Through Stories. by Bryan Eisenberg • 4 min read

Buyers Don’t Move Through Funnels. They Move Through Stories.

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