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 buyersâ€™ eyes, with empathy.
Forrester VP and Principal Analyst Laura Ramos made an excellent presentation at this yearâ€™s B2B Marketing Exchange, â€śEmpathy: The Hallmark Of The Customer-Obsessed B2B Marketer.â€ť Based on her Forrester report of the same name, her presentation provided practical, concrete tips to create empathy with our buyers.