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Content Marketing World 2019 - Session Viewer

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

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Empathetic Content: The Key To Creating Lasting B2B Customer Relationships

April Henderson (Vice President, Practice Director, Market Impact Consulting, Forrester Research)

Location: Hope Ballroom A-C

Date: Thursday, September 5

Time: 11:20am - 12:05pm

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Customer Experience

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Dramatic demographic and behavioral changes have given rise to a new type of B2B customer, one who behaves more like a digital consumer than a traditional buyer. Showing you completely understand them and their concerns is now a marketing imperative -- your messages and content must appeal to their more demanding needs or you risk losing out to faster-moving competition. Forrester’s April Henderson and Laura Ramos explore how your message must adapt in this customer-centered age and how empathetic content is now essential to winning buyers’ attention, serving their needs, and retaining their business long term.


  • Attracting today’s B2B “consumers” requires a combination of objective and emotional appeals
  • Most B2B content fails to balance objectivity and empathy: change this and you gain competitive advantage
  • Creating engaging content requires a new mindset – these five practices help you build empathy