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.
... continue reading below
Five Ways to Use Empathy for Better B2B Marketing
Don't worry ... it's FREE!
B2B referral programs can do more than generate leads. Learn how to turn customers into advocates who expand your reach through trust, incentives, and community-driven engagement. Read more.
B2B growth increasingly depends on advocacy, not just acquisition. Learn how customer voices, peer proof, and communities influence buyers and drive measurable impact across the funnel. Read more.
As performance marketing changes, brands must shift from chasing clicks to building trust, relevance, and cohesive brand voice across channels to win loyalty in an AI-driven landscape. Read more.
What are B2B buyers' top frustrations with vendors? What do vendors most often misunderstand about buyers' companies? To find out, researchers conducted a survey of 350 B2B buyers
What do software buyers expect from a good online buying experience? What influences their decisions to buy software online? Why do they cancel software subscriptions?
Generative AI can enhance speed, personalization, and consistency in customer experience—but only when guided by human judgment, empathy, and trust. Read more.