Five Ways to Use Empathy for Better B2B Marketing

Customer Experience — Tue., Oct. 26, 2021

Making personal connections and showing a high awareness of customers' needs is not exclusive to B2C marketing. Businesses need their service providers to understand their specific needs and concerns, too. For B2B marketing, this means understanding how organizations make decisions that favor one vendor over the other. When a brand decides to make a high-level purchase, it assembles a team of stakeholders who use their unique viewpoint to analyze each possible vendor.

Our responsibility as B2B marketers is to understand the entire buying team's mindset and what it's looking for during research. To do this, we must understand what is driving the acquisition and be more strategic about the content we create. We must also think about the 'why' behind our product, consider the people behind the business, and connect using our unique values.

Only 30% of marketers are proficient in truly empathizing with their consumer, so it's up to your content marketing to share credible stories about how your brand helps customers achieve their goals. Empathy marketing gives your brand an edge in building those B2B connections and earning the organization's trust.

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