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
Jacob Milender, null
Jacob Milender
With contributors:
Caroline Robertson , Ryan Skinner , Alexander Bullock , Kara Hartig


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.