Trends Report

Empathetic Content: The Key To Engaging B2B Buyers

Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers

March 13th, 2017
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Jacob Milender, null
Jacob Milender
With contributors:
Caroline Robertson , Ryan Skinner , Alexander Bullock , Kara Hartig

Summary

Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue to be more evident than on corporate websites. Most sites scored poorly on our 15-point criteria, and B2B marketers need to adjust their content marketing plans by investing in content that creates interaction and dialogue. This report highlights specific practices that help a company's message stand out and build audience empathy.

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