Ardath Albee is easily considered one of the leaders in B2B marketing and content strategy. While she believes tapping into emotion and empathy has always been important, over the past year, it has become table stakes.
Consider how daunting it is to research all your options, compare them and whittle down options based on specific criteria. Then, think about how arduous it is to validate the investment, go through the implementation process and measure success. At each stage, the buyer is going through an emotional journey that could put their credibility and, in some cases, their jobs at risk.
- How emotion impacts all stages of the buying journey;
- Ways emotion can be considered, and applied, in content creation; and
- The formats and experiences that can help you evolve your approach to buyer enablement.