VP, Principal Analyst
Empathetic Content: The Key To Building Lasting Customer Relationships
Dramatic demographic and behavioral changes have given rise to a new type of B2B customer, one who acts more like a digital consumer than a professional buyer. Armed with technology and access to data, these B2B consumers easily avoid engaging with sellers until late in the purchase process. Educating, entertaining, and engaging them is now a marketing imperative -- your content must appeal to their more demanding needs or risk losing out to fast-moving competition. Forrester’s Laura Ramos explores the new content requirements in customer-centered age and how empathetic content is now essential to winning buyers’ attention, serving their needs, and retaining their business long term.
B2B buying has changed fundamentally and adapting requires engaging content.
Most B2B content fails our engagement test: change this and gain competitive advantage.
Engagement is the goal; personalization is only one approach to get there.
Engaging content requires a new, empathetic mindset – four practices help you build empathy.