While brands continue to wrestle with an increasingly toxic public discourse – hoping to dodge sensitive topics like former classmates at a high school reunion – marketers see an opportunity. To paraphrase CX expert Jay Baer’s early keynote at MarketingProfs B2B Forum, we live in an era of empathy deficits, where treating others with basic human dignity and kindness is no longer a given. Therefore, building interpersonal relationships based on respect and understanding is not only a powerful way to differentiate as a brand, but the responsibility of marketers who can help move the needle on bringing civility back to how we communicate with each other.
Emotional intelligence and empathy are the foundation of this year’s conference, exemplified by none other than Mr. Fred Rogers. Pitched as the Patron Saint of B2B Marketing, Mr. Rogers’ passion for human connection and understanding today serves as a hyper-relevant model for marketing excellence. How do we craft a narrative that resonates with the experiences of our customers? How do we build a community? How do get other departments invested in collaborating? Mr. Rogers preached the importance of putting yourself in other people’s shoes – it’s a remarkable simple solution to problems that can often feel so complex.
Quick side bar, a cursory internet search reveals very real support for getting Mr. Rogers canonized. We here at MarketingProfs B2B Forum might not have a huge say in the matter, but let the record show he definitely gets our vote.
Here’s a few other ways Mr. Roger’s message of compassion is finds itself in today’s world of B2B marketing:
If you’re attending MarketingProfs B2B Forum, swing on by Booth 117 for all sorts of swag, special guests and industry expertise from our own MARKeting Team. Won’t you be our neighbor?