Summit APAC Sessions SDFORR 1 Marketplace Spotlight

Winning Hearts, Minds, and Wallets with Empathetic Content Marketing

Tuesday 15 October 2019 | 12:25 - 12:45

Speaker(s): 

Sruti Pegatraju, Consultant, Forrester and Reggie Lau, Director of Content Marketing Consulting, Asia Pacific, Forrester

As B2C consumers and B2B consumers converge in buyer tendencies, traits, and characteristics, it has become increasingly important for B2B marketers to adopt empathetic content marketing. In this session, Forrester will dive into what empathy looks like in content marketing, why it’s important, and what we’re hearing from B2B buyers and content consumers. You will:

  • Learn how to win hearts by advancing from talking about yourself to talking about business issues and solutions – and then to talking about how those issues and solutions apply to your customer.
  • Observe how Forrester wins minds with Thought Leadership Programs that leverage our understanding of your buyers and their preferences.
  • Understand how to win wallets by leveraging Forrester’s Total Economic Impact methodology to help your buyers build a case to work with you.