In our recent ebook, ‘Robots, Jars & Empathy’ we identified how B2B buyers want to be seen as partners, not targets.
When it comes to the buying process they expect a seamless omnichannel experience, not rooted in any one platform or format. In order to provide a positive customer experience, brands need to engage consistently with their audience at every stage of the buyer journey.
A B2B marketer’s job today isn’t to convince customers to buy anymore, it’s to help them to buy. Forming a human connection with buyers through empathy helps B2B marketers understand not only their customers’ decision-making processes but also their motivations and buying behaviours.
We strongly believe in this customer-centric approach. Brands that engage in strategic omnichannel marketing are currently winning in B2B, and this is in no small part to their empathetic understanding of the millennial buyer, their needs and their behaviours – both online and offline.
We have developed a simple empathy mapping template here that can help get you started. Just remember – give millennial buyers what they want. And what they want is a seamless and personalised customer experience. Every. Time.