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Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

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G3 Communications
G3 Communications

This document discusses the importance of empathy for customer-obsessed B2B marketers. It finds that most B2B websites and content lack empathy and fail to engage buyers. Customer-obsessed companies prioritize understanding customers, demonstrating they understand customers' feelings, cultivating advocate communities, and turning fans into advocates. These practices build trust and loyalty to increase customer lifetime value. The document advocates starting with empathy to transition to a customer-obsessed mindset.

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© 2018 FORRESTER. REPRODUCTION PROHIBITED.
© 2018 FORRESTER. REPRODUCTION PROHIBITED. Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer Laura Ramos, Vice President and Principal Analyst February 21, 2018
3© 2018 FORRESTER. REPRODUCTION PROHIBITED.
4© 2018 FORRESTER. REPRODUCTION PROHIBITED. A tale of two 90s Source: 2018 B2B Content Marketing Trends – North America, Content Marketing Institute/MarketingProfs Marketing assets NOT used by salespeople
5© 2018 FORRESTER. REPRODUCTION PROHIBITED. B2B buyers don’t engage with it Source: Forrester’s Q1 2017 Content Objectivity Study Base: 214 senior-level business and IT decision-makers at companies with 500+ employees 60% 54%
6© 2018 FORRESTER. REPRODUCTION PROHIBITED. Your message is not getting through
7© 2018 FORRESTER. REPRODUCTION PROHIBITED. Source: “Empathetic Content: The Key To Engaging B2B Buyers” Forrester report Studied 60 B2B websites in 2017
8© 2018 FORRESTER. REPRODUCTION PROHIBITED. The assessment covered… › 12 vertical industries: • Services • Security software • Unified communications • Investing • Networking software • Sales enablement • Storage technology • Semiconductor • Marketing automation • Manufacturing • Human resources • Medical products Five company websites per industry Websites scored across 15 criteria on a 0 to 3 point scale
9© 2018 FORRESTER. REPRODUCTION PROHIBITED. Source: “Empathetic Content: The Key To Engaging B2B Buyers” Forrester report Bottom line: Most B2B websites (and underlying content) miss the mark D+
10© 2018 FORRESTER. REPRODUCTION PROHIBITED. Engage buyers on their terms, not yours Self-Directed Ongoing Education Personalized Engagement ENGAGE ASK USE BUY EXPLORE DISCOVER
11© 2018 FORRESTER. REPRODUCTION PROHIBITED. What content will B2B buyers engage with? “How valuable are the following content as your explore and make buying decisions?” Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey
12© 2018 FORRESTER. REPRODUCTION PROHIBITED. What content formats do B2B buyers prefer? Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey, base: 214 global IT and business decision makers “How likely are you to engage with the following forms of content?”
13© 2018 FORRESTER. REPRODUCTION PROHIBITED. Your content needs to be independent Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey “How credible is the content coming from the following?”
14© 2018 FORRESTER. REPRODUCTION PROHIBITED. Executives want to read short form content Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey “How likely are you to engage with the following forms of content?” C-level and VPs only
15© 2018 FORRESTER. REPRODUCTION PROHIBITED. Millennials are changing content usage patterns Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey “How likely are you to engage with the following forms of content?”
16© 2017 FORRESTER. REPRODUCTION PROHIBITED.
17© 2017 Forrester Research, Inc. Reproduction Prohibited Source: Rex May, Baloocartoons.com
18© 2017 FORRESTER. REPRODUCTION PROHIBITED. How obsessed are companies today? Design survey to test our model and identify maturity indicators. Field with 1,024 B2B and B2C executives from US, UK, Germany Analyzed which statements correlated most with obsession
19© 2017 FORRESTER. REPRODUCTION PROHIBITED. Most firms are still immature Base: 1,024 global executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey 65% of B2B firms are in 2 least mature segments
20© 2017 Forrester Research, Inc. Reproduction Prohibited Opportunity increases with customer obsession maturity.
21© 2017 FORRESTER. REPRODUCTION PROHIBITED. Customer-Obsessed firms have happier employees Base: 468 global B2B executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
22© 2017 FORRESTER. REPRODUCTION PROHIBITED. Who help create stronger customer relationships Base: 468 global B2B executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
23© 2017 FORRESTER. REPRODUCTION PROHIBITED. This leads to better revenue performance Base: 468 global B2B executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
24© 2017 Forrester Research, Inc. Reproduction Prohibited What do obsessed marketers prioritize?
25© 2017 Forrester Research, Inc. Reproduction Prohibited Engage for a lifetime
26© 2017 Forrester Research, Inc. Reproduction Prohibited Create advocates
27© 2018 FORRESTER. REPRODUCTION PROHIBITED. Customer-obsessed marketers follow 3 new rules Source: Forrester report “Empathy: The Hallmark Of The Customer-Obsessed Mindset”
28© 2017 Forrester Research, Inc. Reproduction Prohibited Obsession requires a new mindset.
29© 2017 Forrester Research, Inc. Reproduction Prohibited Empathy
30© 2017 Forrester Research, Inc. Reproduction Prohibited “The ability to understand and share the feelings of another.”
31© 2018 FORRESTER. REPRODUCTION PROHIBITED. Empathy is the key to engaging content Insight Understanding Empathy What we need to do: Trust Loyalty How buyers react: Customer understanding + Empathy = Relevant content
32© 2017 FORRESTER. REPRODUCTION PROHIBITED. Empathy drives the transition to a new marketing mindset
33© 2017 Forrester Research, Inc. Reproduction Prohibited Reinforce customer knowledge.
34© 2017 FORRESTER. REPRODUCTION PROHIBITED. Dow customizes dashboards for internal teams › Delivers CXIndex™ insight to account teams, R&D, suppliers, etc. › Moved from ad hoc to systematic. › Account-specific feedback and sentiment analysis. › Makes the customer central to decision-making.
35© 2017 Forrester Research, Inc. Reproduction Prohibited Demonstrate you understand their feelings.
36© 2017 FORRESTER. REPRODUCTION PROHIBITED. Brocade helps networking pros laugh at frustrations ›Source: Brocade
37© 2017 FORRESTER. REPRODUCTION PROHIBITED. And drive 3X more engagement with prospects
38© 2017 Forrester Research, Inc. Reproduction Prohibited Curate and cultivate a community.
39© 2018 FORRESTER. REPRODUCTION PROHIBITED. Spiceworks uses advocate community to penetrate key accounts Source: Spiceworks
40© 2017 Forrester Research, Inc. Reproduction Prohibited Turn your fans into advocates.
41© 2018 FORRESTER. REPRODUCTION PROHIBITED. BrightPearl educators share best practices using customer voices that buyers trust Source: BrightPearl (https://www.brightpearl.com/resources/blog/our-customers-top-tips-valentines-day-2016)
42© 2017 Forrester Research, Inc. Reproduction Prohibited
43© 2017 Forrester Research, Inc. Reproduction Prohibited 120,000 advocacy acts in 18 months.
44© 2017 Forrester Research, Inc. Reproduction Prohibited Insights that drive strategy.
45© 2018 FORRESTER. REPRODUCTION PROHIBITED. Axciom makes advocacy part of every customer’s experience Source: Axciom
46© 2017 Forrester Research, Inc. Reproduction Prohibited Empathy creates trust.
47© 2017 Forrester Research, Inc. Reproduction Prohibited Trust builds loyalty.
48© 2017 Forrester Research, Inc. Reproduction Prohibited Loyalty increases customer lifetime value.
49© 2016 Forrester Research, Inc. Reproduction Prohibited “The secret to getting ahead is getting started.” —Mark Twain
50© 2017 Forrester Research, Inc. Reproduction Prohibited Start with empathy.Start with empathy.
FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Laura Ramos lramos@forrester.com @lauraramos
52© 2017 FORRESTER. REPRODUCTION PROHIBITED. Some research to help as you begin › REPORT Winning In The Age Of The Customer › REPORT Top Five Imperatives To Win In The Age Of The Customer › REPORT The Operating Model For Customer Obsession › REPORT The Customer Obsession Assessment › REPORT Chart Your Course To Customer Obsession › REPORT The B2B Marketer's Guide To Benchmarking Customer Obsession Maturity › REPORT Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer › REPORT The Birth Of The B2B Consumer
53© 2017 FORRESTER. REPRODUCTION PROHIBITED. And a complete non sequitur… › Join our #ABM survey – https://goo.gl/tLtzo9 › All respondents get an early peek at the results.
© 2017 FORRESTER. REPRODUCTION PROHIBITED.

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Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

  • 1. © 2018 FORRESTER. REPRODUCTION PROHIBITED.
  • 2. © 2018 FORRESTER. REPRODUCTION PROHIBITED. Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer Laura Ramos, Vice President and Principal Analyst February 21, 2018
  • 3. 3© 2018 FORRESTER. REPRODUCTION PROHIBITED.
  • 4. 4© 2018 FORRESTER. REPRODUCTION PROHIBITED. A tale of two 90s Source: 2018 B2B Content Marketing Trends – North America, Content Marketing Institute/MarketingProfs Marketing assets NOT used by salespeople
  • 5. 5© 2018 FORRESTER. REPRODUCTION PROHIBITED. B2B buyers don’t engage with it Source: Forrester’s Q1 2017 Content Objectivity Study Base: 214 senior-level business and IT decision-makers at companies with 500+ employees 60% 54%
  • 6. 6© 2018 FORRESTER. REPRODUCTION PROHIBITED. Your message is not getting through
  • 7. 7© 2018 FORRESTER. REPRODUCTION PROHIBITED. Source: “Empathetic Content: The Key To Engaging B2B Buyers” Forrester report Studied 60 B2B websites in 2017
  • 8. 8© 2018 FORRESTER. REPRODUCTION PROHIBITED. The assessment covered… › 12 vertical industries: • Services • Security software • Unified communications • Investing • Networking software • Sales enablement • Storage technology • Semiconductor • Marketing automation • Manufacturing • Human resources • Medical products Five company websites per industry Websites scored across 15 criteria on a 0 to 3 point scale
  • 9. 9© 2018 FORRESTER. REPRODUCTION PROHIBITED. Source: “Empathetic Content: The Key To Engaging B2B Buyers” Forrester report Bottom line: Most B2B websites (and underlying content) miss the mark D+
  • 10. 10© 2018 FORRESTER. REPRODUCTION PROHIBITED. Engage buyers on their terms, not yours Self-Directed Ongoing Education Personalized Engagement ENGAGE ASK USE BUY EXPLORE DISCOVER
  • 11. 11© 2018 FORRESTER. REPRODUCTION PROHIBITED. What content will B2B buyers engage with? “How valuable are the following content as your explore and make buying decisions?” Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey
  • 12. 12© 2018 FORRESTER. REPRODUCTION PROHIBITED. What content formats do B2B buyers prefer? Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey, base: 214 global IT and business decision makers “How likely are you to engage with the following forms of content?”
  • 13. 13© 2018 FORRESTER. REPRODUCTION PROHIBITED. Your content needs to be independent Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey “How credible is the content coming from the following?”
  • 14. 14© 2018 FORRESTER. REPRODUCTION PROHIBITED. Executives want to read short form content Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey “How likely are you to engage with the following forms of content?” C-level and VPs only
  • 15. 15© 2018 FORRESTER. REPRODUCTION PROHIBITED. Millennials are changing content usage patterns Source: Forrester Consulting’s Q1 2017 Global Marketing Content Credibility Online Survey “How likely are you to engage with the following forms of content?”
  • 16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED.
  • 17. 17© 2017 Forrester Research, Inc. Reproduction Prohibited Source: Rex May, Baloocartoons.com
  • 18. 18© 2017 FORRESTER. REPRODUCTION PROHIBITED. How obsessed are companies today? Design survey to test our model and identify maturity indicators. Field with 1,024 B2B and B2C executives from US, UK, Germany Analyzed which statements correlated most with obsession
  • 19. 19© 2017 FORRESTER. REPRODUCTION PROHIBITED. Most firms are still immature Base: 1,024 global executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey 65% of B2B firms are in 2 least mature segments
  • 20. 20© 2017 Forrester Research, Inc. Reproduction Prohibited Opportunity increases with customer obsession maturity.
  • 21. 21© 2017 FORRESTER. REPRODUCTION PROHIBITED. Customer-Obsessed firms have happier employees Base: 468 global B2B executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
  • 22. 22© 2017 FORRESTER. REPRODUCTION PROHIBITED. Who help create stronger customer relationships Base: 468 global B2B executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
  • 23. 23© 2017 FORRESTER. REPRODUCTION PROHIBITED. This leads to better revenue performance Base: 468 global B2B executives Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey
  • 24. 24© 2017 Forrester Research, Inc. Reproduction Prohibited What do obsessed marketers prioritize?
  • 25. 25© 2017 Forrester Research, Inc. Reproduction Prohibited Engage for a lifetime
  • 26. 26© 2017 Forrester Research, Inc. Reproduction Prohibited Create advocates
  • 27. 27© 2018 FORRESTER. REPRODUCTION PROHIBITED. Customer-obsessed marketers follow 3 new rules Source: Forrester report “Empathy: The Hallmark Of The Customer-Obsessed Mindset”
  • 28. 28© 2017 Forrester Research, Inc. Reproduction Prohibited Obsession requires a new mindset.
  • 29. 29© 2017 Forrester Research, Inc. Reproduction Prohibited Empathy
  • 30. 30© 2017 Forrester Research, Inc. Reproduction Prohibited “The ability to understand and share the feelings of another.”
  • 31. 31© 2018 FORRESTER. REPRODUCTION PROHIBITED. Empathy is the key to engaging content Insight Understanding Empathy What we need to do: Trust Loyalty How buyers react: Customer understanding + Empathy = Relevant content
  • 32. 32© 2017 FORRESTER. REPRODUCTION PROHIBITED. Empathy drives the transition to a new marketing mindset
  • 33. 33© 2017 Forrester Research, Inc. Reproduction Prohibited Reinforce customer knowledge.
  • 34. 34© 2017 FORRESTER. REPRODUCTION PROHIBITED. Dow customizes dashboards for internal teams › Delivers CXIndex™ insight to account teams, R&D, suppliers, etc. › Moved from ad hoc to systematic. › Account-specific feedback and sentiment analysis. › Makes the customer central to decision-making.
  • 35. 35© 2017 Forrester Research, Inc. Reproduction Prohibited Demonstrate you understand their feelings.
  • 36. 36© 2017 FORRESTER. REPRODUCTION PROHIBITED. Brocade helps networking pros laugh at frustrations ›Source: Brocade
  • 37. 37© 2017 FORRESTER. REPRODUCTION PROHIBITED. And drive 3X more engagement with prospects
  • 38. 38© 2017 Forrester Research, Inc. Reproduction Prohibited Curate and cultivate a community.
  • 39. 39© 2018 FORRESTER. REPRODUCTION PROHIBITED. Spiceworks uses advocate community to penetrate key accounts Source: Spiceworks
  • 40. 40© 2017 Forrester Research, Inc. Reproduction Prohibited Turn your fans into advocates.
  • 41. 41© 2018 FORRESTER. REPRODUCTION PROHIBITED. BrightPearl educators share best practices using customer voices that buyers trust Source: BrightPearl (https://www.brightpearl.com/resources/blog/our-customers-top-tips-valentines-day-2016)
  • 42. 42© 2017 Forrester Research, Inc. Reproduction Prohibited
  • 43. 43© 2017 Forrester Research, Inc. Reproduction Prohibited 120,000 advocacy acts in 18 months.
  • 44. 44© 2017 Forrester Research, Inc. Reproduction Prohibited Insights that drive strategy.
  • 45. 45© 2018 FORRESTER. REPRODUCTION PROHIBITED. Axciom makes advocacy part of every customer’s experience Source: Axciom
  • 46. 46© 2017 Forrester Research, Inc. Reproduction Prohibited Empathy creates trust.
  • 47. 47© 2017 Forrester Research, Inc. Reproduction Prohibited Trust builds loyalty.
  • 48. 48© 2017 Forrester Research, Inc. Reproduction Prohibited Loyalty increases customer lifetime value.
  • 49. 49© 2016 Forrester Research, Inc. Reproduction Prohibited “The secret to getting ahead is getting started.” —Mark Twain
  • 50. 50© 2017 Forrester Research, Inc. Reproduction Prohibited Start with empathy.Start with empathy.
  • 51. FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Laura Ramos lramos@forrester.com @lauraramos
  • 52. 52© 2017 FORRESTER. REPRODUCTION PROHIBITED. Some research to help as you begin › REPORT Winning In The Age Of The Customer › REPORT Top Five Imperatives To Win In The Age Of The Customer › REPORT The Operating Model For Customer Obsession › REPORT The Customer Obsession Assessment › REPORT Chart Your Course To Customer Obsession › REPORT The B2B Marketer's Guide To Benchmarking Customer Obsession Maturity › REPORT Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer › REPORT The Birth Of The B2B Consumer
  • 53. 53© 2017 FORRESTER. REPRODUCTION PROHIBITED. And a complete non sequitur… › Join our #ABM survey – https://goo.gl/tLtzo9 › All respondents get an early peek at the results.
  • 54. © 2017 FORRESTER. REPRODUCTION PROHIBITED.