For brands to achieve success in their marketing efforts, they should incorporate empathy into their B2B marketing strategies.
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 that reason, empathy marketing applies to B2B and B2C marketing alike.
Today, making personal connections and showing a high awareness for customers’ needs does not remain exclusive to B2C marketing. As businesses require their service providers to understand their specific needs and concerns, empathy will central influence B2B marketing. Thus, CMOs must understand how they can incorporate empathy into their B2B marketing.
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CMOs should understand how the organizations they are targeting make choices when choosing one vendor over another. They should invest time understanding the entire buying team’s mindset and what the organization is looking for during its research.
Here are a few ways CMOs can incorporate empathy to enhance B2B marketing:
Comprehending the drive behind the acquisition
Organizations opt for another vendor’s products or services when they seek to scale their business or are dissatisfied with their current supplier. Hence, CMOs should emphasize understanding what the pain points of their customers are and how their solution or service can assist when solving the problem.
To get in-depth information about their customer challenges, they should schedule discussions with the decision-makers. They should listen to the frontline salespeople who are in touch with the target businesses. Additionally, to know the severity of the problem, CMOs should follow top publications and social media sites in the industry. In conclusion, by looking for trends in conversations, CMOs will be better equipped to drive their marketing message.
Being strategic about content creation
The volume of B2B content is said to be overwhelming many decision-makers. In fact, as per Forrester’s “Credible Content Wins Over Elusive B2B Buyers” 2020 report, 65% of business decision-makers are purchasing technology they said they felt that they are receiving too much information from marketers, and most of it was useless. Moreover, 80% of B2B decision-makers want relevant information provided to them at every stage of the buying process. Therefore, CMOs should take the data from the first step to brainstorm topics and the best form of content delivery. They should ask their marketing team to research to know what their audiences are seeking as well as understand how they are engaging with various platforms.
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Knowing the ‘why’ behind their product
Before creating their marketing campaigns, CMOs should understand that the organizations they are targeting aren’t simply buying their products or services but rather the brand’s approach to address the issue. They are seeking vendors that understand and share in their challenges. Therefore, the purchasing in question is more of a partnership rather than a transaction. By understanding the ‘why’ behind the product or service, CMOs are better equipped to create emotionally intelligent messages that will resonate with their customers.
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