B2B brands may benefit from leading with purpose and being empathetic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 29, 2022, 2:20 AM GMT+0

Enhance content marketing and craft value-driven brand narratives to resolve B2B challenges.

As the pandemic highlighted the inadequacies in B2B sales and marketing and impacted buying behaviour, placing buyers at the center of marketing efforts is recommended. To connect with consumers on a "human-to-human" level, B2B brands can use content marketing to create useful, empathic, and informative content.

Creating positive and uplifting content demonstrates compassion to audiences who are still struggling with the effects of COVID-19. B2B marketers should showcase employees, executives, and consumers in content collateral to humanise their brand and relate to prospects.

Evaluate the brand's purpose, address social issues that matter to customers, and develop a purpose-led narrative to connect with prospects. Create referral and brand advocacy marketing campaigns and offer expertise via content to bolster and build consumer relationships.

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