Empathy-mapping is a practice that involves creating a visualisation of customer attitudes and behaviours to guide decision-making.
Marketers can use empathy to understand their customers and design relevant and personalised experiences that drive deep and long-lasting brand engagement. Though initially developed to improve UX designs, empathy mapping can be a powerful tool for B2B marketers allowing for a complete comprehension of the customer’s full journey.
Understanding consumer needs and challenges at each stage of the sales funnel can help enhance customer experiences. But, brands need to mandate cross-team collaboration and have a centralised, holistic view of the consumer mindset. Visualising the customer data from multiple perspectives can aid marketer in boosting engagement through empathy.
Brand-customer relationships can be made more meaningful through influencer partnerships. Creating content that addresses consumer needs beyond their business peripheries can drive more engagement.
[6 minute read]