Laura Ramos says, “It’s no secret, company websites are a key implement in the B2B marketer’s toolbox. B2B marketers rate websites as the second most effective demand management tactic for building awareness (behind events) in our 2016 Business Technographics marketing survey.. B2B companies also expect more than half of their customers to buy online within three years.[i] These trends show just how important it is for marketers to get the website experience right – and producing Web content that builds empathy to engage buyers is critical to making that happen.

So, is anyone doing this well today? And, if so, what are they doing to make their content more engaging? In “Empathetic Content: The Key To Engaging B2B Buyers” we looked at 60 corporate websites across 12 different industries to figure this out. We found most fail to deliver engaging, customer-focused content.

The need to streamline content for mobile devices and showcase product catalogues to facilitate eCommerce transactions certainly contribute to this result, but the resounding finding is that B2B marketers – who are writing this content – really don’t understand and empathize with their buyers”.

Empathy Is Key To Engaging B2B Buyers

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