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For B2B Marketing Professionals

Credible Empathetic Content Wins Over Elusive B2B Buyers

Four Practices Deliver Value And Engage Your Buyers' Attention

April 30, 2020

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Why Read This Report

Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from producing content that focuses on what they do and step up to showing customers that they understand their problems and can help solve them. Read this report to learn how to ensure your marketing content better demonstrates empathy and credibility to win over reluctant buyers. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this version to factor in new data.

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Table of Contents

  • B2B Marketing Content Needs To Be More Credible And Empathetic
  • Four Practices Activate Content To Engage Those Elusive Buyers
  • Recommendations

  • Make Content Strategy The Nucleus For Customer Engagement
  • Supplemental Material
  • Related Research Documents

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