Postsale Immersion Boosts Marketing Empathy

March 26th, 2021

Laura Ramos Vice President, Principal Analyst

With contributors:

Steven Casey , Caroline Robertson , Lori Wizdo , Jennifer Zhang , Kara Hartig

Summary

Today’s B2B marketers say they understand their audiences but often lack empathy for their real concerns and motivations. Marketers can better develop empathy by engaging with customers postsale to see exactly how their products and services deliver tangible value. This report outlines four approaches that marketers and customer-facing staff can take to cultivate an empathetic mindset.

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