3 steps for small B2B marketing agencies to sound empathetic and get more prospects

Based on my experience of reading around five - blogs a day and doom-scrolling on LinkedIn, I can tell you that 90% of the content on B2B marketing is repetitive, boring and lacks a personality. ??

Only 10% managed to engage me, making me nod as I read them. I was highly engaged in the discussed problem and connected with the author. ??

But why??

Because they described exactly what I was going through. They sounded empathetic and had a voice.?

And if you want to connect and write for your prospects too, here are three steps to do it:?

Step 1: Know what their day looks like ???

You can’t possibly imagine how busy your ideal prospect is. Unless you have access to their calendar, there is no indication of how many tasks you are fighting against to get their attention.

I recommend using AI for this.

Here’s the AI promt - ‘What does a successful XYZ’s day look like?’.?

Below is a snapshot of a B2B marketer’s day. This will never be 100% accurate, but it will help you imagine how busy your prospect is.

Being able to paint this picture is key to having a deep sense of empathy.

Step 2: Address the problem that takes up space on their calendar ???

Once you know what their day looks like, you can point out how busy their schedule is.

Talk about how much time they spend trying to solve a problem and how they can use that time elsewhere.?

For example, if you’re a small B2B marketing agency that specialises in SEO and PPC content, the above screenshot shows that it’s on their list of things to do in the late afternoon.?

Do you know what else happens in the late afternoon?to most of us??

The post-lunch slump. ???

So why not make it simpler for them by sharing a checklist to follow when fixing their website SEO?

A checklist is just a pin on the board—you can share atomic blogs, podcasts, or short videos to help them achieve the same result.

Step 3: Tell them how your solution will free up more time on their calendar ????

The final section of your atomic blog, video, or checklist should discuss how your product or service can help them save time and focus on other important things.?

This section is your elevator pitch. You’ve established context and showcased empathy; now, you share how you can help them. Talk about one specific problem you can solve for them and frame it against what they get in return.

For example, if your ideal client spends more than 45 minutes a day trying to fix their SEO, i.e., more than 4 hrs. per week, then as a small agency, you provide them with personalised and dedicated support to free up a solid chunk of their week.?

In the 4 hrs. your product or service can save for your prospect, here are things they can do:

-> Prep for important team meetings

-> Go to the gym 3x a week?

-> Up-skill and learn new things?

-> Find the time to read a book?

-> Have a team outing?

-> Meet important deadlines

-> Pitch more and win more clients?

If you’re a small marketing agency, you can attract more warm prospects by building a personalised relationship.

Further, strengthen the relationship with an empathetic POV, and you’ll have a more natural tone of voice.?

?? Natural tone of voice = ?? More people nodding when they read your posts = ?? Warmer prospects?