Skip to main content

Save or Share this Report

For B2B Marketing Professionals

Empathetic Content: The Key To Engaging B2B Buyers

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

March 13, 2017


Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • B2B Website Content Focuses On The What, Not The Why
  • Three Principles To Make B2B Content Better Engage Buyers
  • Recommendations

  • Make Customer Empathy The Centerpiece Of Your Content Strategy
  • Supplemental Material
  • Related Research Documents

Recommended Research