B2B marketers can use empathy-mapping to create long-lasting brand engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2020, 4:16 PM UTC

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. 

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