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Julie Ask: Speaking at the Sales Innovation Expo California

Julie Ask

VP, Principal Analyst - Forrester

Empathetic Content: The Key To Building Lasting Customer Relationships

Dramatic demographic and behavioral changes have given rise to a new type of B2B customer, one who acts more like a digital consumer than a professional buyer. Armed with technology and access to data, these B2B consumers easily avoid engaging with sellers until late in the purchase process. Educating, entertaining, and engaging them is now a marketing imperative -- your content must appeal to their more demanding needs or risk losing out to fast-moving competition. Forrester’s Laura Ramos explores the new content requirements in customer-centered age and how empathetic content is now essential to winning buyers’ attention, serving their needs, and retaining their business long term.
Key takeaways:
B2B buying has changed fundamentally and adapting requires engaging content.
Most B2B content fails our engagement test: change this and gain competitive advantage.
Engagement is the goal; personalization is only one approach to get there.
Engaging content requires a new, empathetic mindset – four practices help you build empathy.

About Julie Ask

Julie works with Digital Business Professionals to craft digital and mobile experience strategies to help firms win, serve and retain customers in their moments. Julie’s 30 years of work experience is balanced between the engineering and management consulting work she did in the first third of her career and her work as an analyst for the past 19 years. The combination of technical and business expertise positions her well to work with business leaders to identify new opportunities offered by mobile technology and to develop strategies to engage with consumers on mobile devices. She has worked with hundreds of clients across retail, travel, banking, insurance, CPG, healthcare and more to advise and guide the development of their mobile strategies. She is also co-author of the 2014 book, “The Mobile Mind Shift.” Both Bloomberg and Marketplace Technology call on her regularly for commentary, and publications such as The New York Times, WSJ, and Huffington Post among others cite her research.