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Helping the B2B Complex Buying Journey with Credible Empathetic Content

October 29, 2020

A recent Forrester report has identified that B2B marketers’ content ‘shows a deeper understanding of the concerns and challenges buyers face.’ To engage B2B buyers, Forrester says content should be empathetic and easy to consume.1

B2B customers want more than customized content; it needs to be genuinely helpful and embrace the outcomes that they desire.  Also, customers want reassurance that information they receive is from a trusted source. 

business and IT decisionmakers say vendors give them too much material and most of it is useless. 

Understand what is important to buyers in their job 

Focus on what helps your customers – engaging them in sustainable business conversations.  82% of buyers say it’s important to have a credible, authentic story showing how you help customers succeed. 1 

Make content accessible – shorter format, consumable content.  Forrester reports that 61% of B2B buyers prefer gathering information on their own. Preferred formats include ROI analyses/business cases, brief brochures, reports, case studies and guides, infographics, short articles and blogs, webinars and short videos. 1 

Make content credible and empathetic – 46% of global technology decision-makers find a business case format with ROI Analysis most useful marketing content format when making a technology purchase decision. 1   

What are we doing to instil confidence in our subscribers and their customers? 

We demonstrate with every communication that we have a full understanding of their industry – we know the IT Channel, IT Products, Configure Price Quote and the commercial realities and challenges our customers face. From customer case studies, through to demonstrating ROI with monthly BI Reporting for all customers. 

Giving your customers access to a self-service sales enablement tool allows them to quickly and correctly Configure Price Quote and then buy the products and services they need, exactly when they need. 

1  Credible Empathetic Content Wins Over Elusive B2B Buyers: Four Practices Deliver Value And Engage Your Buyers’ Attention, Forrester Research, Inc., April 30, 2020, Laura Ramos with Caroline Robertson, April Henderson, Miriam ElKorchi, Kara Hartig 

Watch the summary video here:

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