It is 2022, and "Content is King," Marketing compelling and relatable content that communicates industry expertise and knowledge has become the commercial norm. But what if there was an alternative way to better connect with customers? What if you could go the extra mile in understanding their challenges and figure out how your solutions could help them achieve their goals? This is the premise of empathic marketing.

We were delighted when our Founder and CCO, Dana von der Heide, was invited to join the Life-Long Customer podcast to share insights on her opinions on empathetic marketing and how it translates into the good we do for our customers. At Parcel Perform, we believe that developing effective empathetic marketing is a key growth driver for us and our customers. To help e-commerce merchants build trust, authenticity, and loyalty for their customers, we must embody and embrace that philosophy from the inside out.

Listen to the podcast HERE; also available on Spotify, Apple Podcasts, and Google Podcasts.

Here are two key takeaways from the podcast for those under a time crunch.

Understanding your customer needs and pain points 

Despite being a B2B SaaS company, we are mindful that the key to great marketing is actively engaging and communicating with customers - effectively the sweet spot between sales and marketing. Therefore, we invest the time to explore who they are and to understand their business concerns and behaviors at the ground level. Curating content that resonates with our customers’ feedback ensures that we directly address their challenges and that our technology solutions have the answer. Aside from that, we maintain close and consistent dialogues with our customers across our key markets in Europe, the United States, and Europe. Our sales teams are always ready to address their growth journey concerns.

Adapting and connecting to your customer needs 

We have come a long way in our approach to marketing, and our thought leadership approach has evolved from mere brand building to a strategic blend of product positioning and education. What was the reason behind this shift? As empathetic marketers, we acknowledge that our content is for our customers: what they want to hear and how you can help them succeed. It's also important not to publish content for its sake; great content needs to be strategic to be relevant and interesting enough to spark customer interest.

The global situation has made empathetic marketing a top priority for businesses. However, simply promoting your solutions or advertising the benefits of buying doesn’t suffice. Brands now need more than ever to connect with customers on a deeper, more empathetic level by showing them that you understand their needs and are ready to adapt to them. At Parcel Perform, we believe in the power of data and the advantage it provides to our empathetic marketing efforts, not just in the product we develop but also in the insights and stories we share.