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
JM
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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