Empathy-based or empathetic marketing is a topic often discussed in the B2C space. From JetBlue’s campaign designed to educate children ages 7-10 about a variety of aviation topics to LUSH cosmetics’ behind-the-scenes “How It’s Made” video series that showcases the brand’s natural ingredients and handmade processes, empathetic marketing begins and ends with the customer. Evoking empathy in B2B buyers, however, isn’t always easy. In an environment marked by “professional” and less “emotional” communication, it can be more challenging to connect with buyers on a deeper level. The solution to this challenge starts from building an empathetic culture within the organization.

What Is Empathetic Marketing?

Empathetic marketing involves seeing the world through the eyes of your customers and other stakeholders. It goes beyond simply recognizing the needs, wants and pain points of your target audiences. Instead, it’s about achieving a genuine capacity to understand what they are feeling and experiencing from their frame of reference. In other words, it’s about putting yourself in your customers’ shoes. When marketers are genuinely empathetic, they can create marketing messages that evoke emotions from and connect to their target audiences.

Empathy is not the same as sympathy, says Mark Marone, former director of research and thought leadership for Dale Carnegie. “Empathy is not the same as sympathy—sharing someone’s emotions, generally by feeling sad about their circumstances,” he says. “An empathetic approach is one of action. It’s understanding where that customer or employee is coming from and taking steps to correct problems or pain points. Sympathy will not elicit the same outcome as empathy.”

While many consider B2B marketing less emotional than B2C, B2B organizations are in a unique position to connect with their audiences on a deeper level. “If you’re a B2B buyer, there is so much more at stake when it comes to your purchase,” says Justin Hane, director, brand and communications at Softchoice “It’s not just the success or lack of success for your organization, but it is the success of your career as well as your reputation and credibility with your peers.”

Foster Empathy from Within

It’s one thing to talk about empathy but another to practice it from within an organization. Empathy-based marketing is about being genuine, authentic and caring. But it takes more than words, it requires matching actions too.

An empathetic mindset is an often-overlooked soft skill that has been shown to dramatically increase job performance. Leaders who are committed to creating a culture of empathy know that an empathetic workplace leads to more effective communication, improved team morale, enhanced customer service, and stronger internal and external relationships. Additionally, 80 percent of employees, HR professionals and CEOs say that an empathetic workplace positively impacts a business by increasing employee engagement and productivity. Here are four key steps to create an environment that manifests empathy:

1.  Enable two-way communication.

Effective communication is a two-way street throughout the organization, as well as with clients and prospects. Empathy is a vital ingredient that fosters meaningful and productive interactions with your audiences. In the words of Steven Covey, “Seek first to understand, then be understood.” Marketing teams that genuinely listen to customer feedback, concerns, and suggestions can more concretely address their challenges with tailored solutions. When customers feel heard, it strengthens their connection to your brand and builds trust. Use social listening tools to monitor online conversations and gather insights to refine your marketing strategies.

2.  Empower accessibility.

The S. Department of Education states that, “Accessible means a person with a disability is afforded the opportunity to acquire the same information, engage in the same interactions, and enjoy the same services as a person without a disability in an equally effective and equally integrated manner, with substantially equivalent ease of use.” Accessibility is not limited to physical spaces but expands to digital interfaces as well as the way we communicate with others. Companies that have accessibility tools and programs in place are likely to be more empathetic in their communications with others.

3.  Embrace diversity.

If marketers and organizations want to truly understand their diverse target audiences, it requires the makeup of an organization to include individuals from different backgrounds, experiences and perspectives. Diversity leads to greater problem-solving and innovation. In fact, diverse companies enjoy 2.5 times higher cash flow per employee. Today’s buyers are taking notice of brands’ efforts toward diversity. Kantar’s 2023 Brand Inclusion Index shows that 7 in 10 people feel brands are making a positive effort to be more diverse and inclusive.

4.  Commit to ongoing education.

Our societal understanding of empathy will continue to change as the values and standards of individuals continually evolve. Continuous learning is essential to stay in touch with ever-changing and progressing social norms, cultural shifts and best practices. Offer ongoing training for employees to encourage the development and nurturing of their skills to create a positive, supportive and productive work environment. Interactive training, role-playing and group discussions can help employees develop strategies for handling difficult situations and resolving conflicts with empathy.

Put Yourself in Your Customer’s Shoes

Marketing communications that demonstrate empathy resonate with clients, employees and stakeholders. They make your target audiences feel heard, understood and included. Additionally, they elicit feelings of kinship, authenticity and recognition of the genuine care and attention your brand demonstrates. By putting yourself in your customers’ shoes, it’s possible to see and truly understand marketplace challenges, pain points and goals. Armed with this knowledge, others will recognize your brand as trustworthy and valuable. It’s this emotional connection, demonstrated by empathy, that leads to long-standing and beneficial partnerships.