B2P (business-to-people). P2P (people-to-people). Buyer-centric. Customer-focused. We hear these terms tossed around when in marketing circles, and we know that we need to do a better job of personalizing our content. But how do we actually do that? We do it by seeing the world through our buyers’ eyes, with empathy.
Forrester VP and Principal Analyst Laura Ramos made an excellent presentation at this year’s B2B Marketing Exchange, “Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer.” Based on her Forrester report of the same name, her presentation provided practical, concrete tips to create empathy with our buyers.