You have more channels, content, and technology to reach potential customers. But connecting and building trust with buyers has never been harder.
You know your audience needs what you have to offer, but your messages aren't connecting.
You’ve tried everything: expert recommendations, best practices, the latest tools and automation. But you've hit a plateau, and your results are falling short.
The counter-intuitive answer: it's empathy.
You need to go beyond rational-logic based marketing to understand how your buyers feel.
The well-known neuroscientist, Antonio Damasio stated, “We are not thinking machines that feel rather, we are feeling machines that think.”
Damasio made this discovery: every human decision depends on emotion — every single one.
We make each choice somatically. In other words, we feel out each decision out.
In sum, it's about EMOTIONS.
That's why you need to understand your customer's emotional motivators better so that you can know what buyers need to help each step of their journey.
Sounds simple, but unfortunately it's not.
According to the CMO Council, “Only 20% of marketers can predict the next best action for their customers.”
Forrester Consulting found, “65% of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”
How can you stop doing random acts of marketing and focus on what matters most to your customer?
All the automation tools, best practices, data analytics won't help you get the better results you want until you master this skill...
Learn why marketers fail at customer empathy and how to fix it
Empathy is more than a “soft” skill. It's an incredibly powerful tool to understand customer motivation and get better results.
The EMPATH Method
What if you could make your marketing messages to resonate on a deeper emotional level with customers?
Connect what you do to the emotional motivators that your customers want met better than anyone else.
Feel the confidence to make changes, give recommendations, and create messages that emotionally resonate because you have an evidence-based approach proven to get results.
Here's how we do it:
First, we begin with buyer-side research so that you can know the core emotional motivators for your customers.
We then take these motivational insights and combine them with behavioral science to help you build more emotionally resonant messaging and help more customers buy.
Know what drives your audience by understanding their emotional motivators so that you can speak their language, connect, build trust and yes, win more sales.
Learn more about the EMPATH Method
Our name combines the words marketing and empathy. We believe remarkable marketing begins with a deep understanding of customers emotions and motivations so you can help them get what they want. In sum, the best marketing/selling feels like helping (because it really is).
Brian Carroll is the CEO and founder of markempa. He is the author of the bestseller, Lead Generation for the Complex Sale, and the B2B Lead Blog which is read by thousands each week. As a researcher and leader in empathy-based marketing, Brian’s at the epicenter of the shifting customer landscape. He also founded B2B Lead Roundtable LinkedIn Group with 20,000+ members.