Empathy: How to be Human in a B2B World


Your B2B content is reaching its audience. You make sure of that – after all, you spent valuable time and resources creating it.

But can that audience relate to it? Does it affect change, inspire, empathize or move? Or is it just content?

On this podcast, host Tyler Kern and MarketScale Video Production Specialist Dylan Tidmore tackle the overarching question behind those concerns – how can empathy be introduced into B2B content?

Tidmore said most B2B content lacks that fundamental component of empathy, leaving a sizable gap between the finished product and its ability to leverage empathy to connect to an audience on a real, genuine and human level.

“I came into B2B marketing pretty green to the whole environment. … One of the fundamental aspects of filmmaking, regardless of what market you’re in or the industry, is the emotion, the human aspect and the empathy,” Tidmore said. “Coming into B2B marketing, obviously, there are some very specific goals a lot of companies have – selling a product or service, but what I’ve found that is missing a lot of the time is the human connection.”

Still, though an injection of empathy may seem intangible and difficult to nail down at first blush, not all is lost.

By changing the way you perceive B2B content and working to approach subjects and interviewees with an empathetic and open mindset, you can inject emotion into something inherently emotionless.

Follow us on social media for the latest updates in B2B!



innovations in healthcare
Innovations in Healthcare: A Discussion with Dr. Craig Joseph at HIMSS 2024
May 24, 2024

Innovations in healthcare were easy to spot at the recent HIMSS 2024 conference. Healthcare Rethink’s Brian Urban caught up with one of those innovators for a live discussion at HIMSS 2024. podcast, Their conversation opens a window and dialogue into the cutting-edge trends reshaping healthcare technology today. This episode features Dr. Craig Joseph, the…

Read More
Preventing burnout
Achieving Professional Growth and Preventing Burnout: The Importance of Time Management and Support Networks in a Fast-Paced World
May 23, 2024

In today’s fast-paced world, balancing professional growth with personal well-being is more crucial than ever. With the rise of remote work, digital transformation, and the constant hustle culture, finding this balance has become a significant challenge for many. A survey conducted by Deloitte suggests that a whopping 77% of professionals experience burnout at work….

Read More
Fan-Centric Business Transformation
Prop Room
May 23, 2024

In this episode of the Fans First series, Jesse Cole, the mastermind behind the Savannah Bananas, shares with us that in the vibrant world of marketing, creativity knows no bounds—a philosophy embodied by a prop room and studio teeming with eclectic costumes and outlandish ideas. This creative hub, seemingly disconnected from conventional themes like bananas,…

Read More
Ace Gardner and Jacob Lewis discuss NIL Deals and Transfer Portals
NIL Deals and Transfer Portals are Also Impacting College Staff and Their Roles
May 23, 2024

College sports is undergoing a significant transformation with the advent of Name, Image, and Likeness (NIL) rights and the increasing prevalence of transfer portals. These changes are reshaping how college staff operate, presenting both opportunities and challenges. With the rise of NIL deals and transfer portals, understanding the behind-the-scenes impact on college coaching staff…

Read More