While the concept of empathy has made inroads in B2B research and marketing, there is still a long way to go, especially when targeting small business owners. Using empathy as the North Star is critical to fully understanding your customer and taking your insights and organization to the next level. From strategic issues such as selecting a target and developing products, to tactical issues such as selecting research methods and sampling, truly embracing empathy guides you to all the right answers. A truly empathetic viewpoint towards small business owners has shown that their behaviors are much more emotionally based than you might think.
Learn why empathy should be the foundation for any B2B insights program and get valuable tips to capitalize on this emotion.