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What is empathy?
People often mistake sympathy for empathy. So what’s the difference? Sympathy is the acknowledgement of the suffering of others; it’s acting as an observer, watching at a distance. Empathy is the ability to fully understand and share the feelings of another; you’re a participant able to experience with the other person. Put simply, sympathy accommodates; empathy empowers.
When you think about B2B campaigns, what comes to mind? Product-focused messaging written in sales-speak? One-off campaigns that don’t impact business goals or address customer needs?
It doesn’t have to be this way. From launching new products to building out marketing campaigns, savvy B2B marketers know there’s a business with a problem behind every purchase. The best B2B marketers build their messaging and marketing campaigns around solving those problems.
Below, you’ll find our five-step process for identifying key customer insights, untangling the buyer’s journey, and building full-funnel B2B messaging strategies.
To newsletter or not to newsletter: there’s a great question. On one hand, you have a golden opportunity to engage with current and prospective customers on a regular basis. On the other, you risk irritating, alienating and (worst of all) spamming your database to unsubscribing death. It all comes down to how you execute.
Here are a few quick tips for creating a successful marketing email newsletter, from branding to content to measuring success.
As a whole, B2B marketing is boring. There, I said it.
One reason is the frequent pursuit of the “safe” approach. No judgement. After all, it’s easy to understand that mindset. Job security is important, and many B2B organizations have created cultures (whether intentional or not) that discourage original thinking and punish experiments that don’t produce optimal results.
In that hunt for safety, too many B2B marketers rely on “best practices”—blindly following whatever the least risky convention is. But if you’re a challenger brand trying to capture or defend market share in a highly competitive market, maybe the safest approach isn’t the smartest.