建立个人联系并表现出对客户需求的高度认识并不是B2C营销的独特之处。企业也需要他们的服务提供商了解其特定需求和关注点。因此，移情营销适用于B2B和B2C营销。
您问，同理心如何适用于B2B营销？
首先，让我们建立一个关于供应商决策的共同情况。我们需要了解决策过程以应用同理心营销。
请注意，该模型是一个过度简化的；每个企业都会创建一个可以满足其自身需求的过程。
B2B决策模型
当品牌决定进行高级购买时，它会组建一支利益相关者团队。这些利益相关者使用他们独特的观点来分析每个可能的供应商提供的内容。
最终，利益相关者将选择范围缩小到两个类似的供应商。该小组进行了更深入的讨论，并进行了其他分析以选择获胜的供应商。
B2B同理心的关键在于了解组织如何做出选择一个供应商而不是另一个供应商的选择。决策过程有两个级别，根据Colette Stevens和Paul Hague的说法：
- Fast-thinking processesare rooted in instinct or emotion. Think of a flight-or-fight situation, or a smaller decision such as choosing between iced tea or soda. We make hundreds of quick decisions every day, but a business doesn't need a purchasing committee to decide what pencils to buy.
- Slow-thinking processesare more calculating and logical. For those, we research and weigh the pros and cons. That is the process we associate with business decisions. As Stevens and Hague write, "Something which is expensive and critical to the future of the business has a much longer journey."
Organizations also have rules for making buying decisions. When a company does not need to make an immediate decision, it builds knowledge and assesses the facts. The higher the level of spend, the more (we can assume) the decision has greater strategic importance, and the longer it will take to reach a conclusion. Purchasing policies are designed to give the correct people the final approval.
Our responsibility as B2B marketers is to understand the entire buying team's mindset and what it's looking for during research. When creating B2B marketing content, we must consider all the people potentially involved in that decision-making.
向您的B2B营销应用同理心
1。Understand what is driving the acquisition
Whether the brand is seeking to scale its business or it is dissatisfied with a current supplier, it's up to B2B marketers to understand what the pain points are and how our solution or service helps solve the problem.
A company typically changes from its current supplier only if it decides another brand or product would better serve its challenges. However, companies also做出改变so that they become compliant with industry regulations or to lower expenses.
Information about pain points comes from discussions with the decision-makers. Listen to the frontline salespeople in touch with the target businesses. Follow leading publications and social media sites in your industry. Run surveys with your current customers about what they're looking for in products and services. Look for trends in the conversations, and let that drive your marketing message.
2. Be more strategic about the content you're creating
B2B含量的庞大量是压倒性的。全部65％的商业决策者购买技术说他们认为他们从营销人员那里得到了太多的材料，而且他们收到的很多东西都是毫无用处的，Forrester Research发现。
Around 80% of B2B decision-makers想要提供给他们的相关内容在他们购买过程的每个阶段。这些企业宁愿是匿名的，直到他们准备与您联系。
利用从第一步学到的知识来集思广益主题和最佳内容交付形式。对关键字和搜索进行研究，以了解观众的需求。看看观众如何与您的各种平台互动。如果您看到与电子邮件或LinkedIn的参与度更高，请依靠它。
3. Think about the 'why' behind your product
Consider why your particular brand is in business. It's likely because you saw a way to solve an industry problem.
企业不购买产品或服务；他们正在购买供应商解决问题的方法。他们希望供应商理解并分享他们的挑战。因此，购买更多是合伙企业，而不是仅仅是一项交易。
Emotionally intelligent digital marketing creates messages around why you started your business in the first place. You illustrate through highly aware content how you solve your shared problem. You connect to the similarities in your mindsets and discuss how you're both striving to make whatever field you operate in better than before.
In your content, talk about the "why," but always keep it relevant. Perhaps a short video on your founding story will resonate with your target businesses. Others may find case studies insightful and helpful in their decision-making processes.
4.记住业务背后的人
Even if an organization uses a purchasing committee or has a clearly defined bid process, people are behind the decision-making. Those people don't turn off their emotional side when making a business purchase. Even the most logical people will still emotionally invest to some degree in the businesses they choose to buy from. In exchange, they want their vendors to feel personally invested in their success.
Again, case studies are helpful in reaching the people behind the business. They show how your care and investment in other businesses helped solve a problem for that business. You can also capture those stories through video testimonials or blog posts.
5. Connect using your unique values
B2B buyers all essentially want the same thing: to save their company time and money, work more efficiently, and disrupt daily operations as rarely as possible. If everyone provides the same value, how are you different?
利用您独特的价值主张，以利用如何帮助企业客户实现目标。从品牌网站到社交媒体营销再到滴灌电子邮件活动，您的独特价值应该在数字营销的各个方面都显而易见。
移情营销的竞争优势
只有30％的营销人员精通真正地对消费者的同情REACH的一项研究称为移情妄想。
为了使B2B营销成功，您必须赢得组织的信任。移情营销使您的品牌在建立这些B2B连接方面具有优势。
涉众想要知道你的公司是你e to help them succeed, even if they are not ready to purchase from you right now. You must understand the roles of the people on the decision-making team to know what concerns them.
It's up to your content marketing to share credible stories about how your brand helps customers achieve their goals. That is the heart of empathy marketing, whether B2B or B2C.
More Resources on Empathy in Marketing
Empathy Mapping for Marketing Content: What It Is and How to Do It Well
