Of all the terrible marketing jargon out there (and WOW there's a lot of it), "empathy-led marketing" is probably my least favorite.

As Fio Dosetto, the Content Lead at Float, says:

"Empathetic marketing is a bullsh*t label. It's just marketing. If it's not empathetic, you're doing it wrong."

So why am I here, talking about empathy in marketing, if it's such a redundancy?

Well, frankly, because so much B2B content seems to have been created without even a nod to empathy. Instead of thinking about the target audience-what they want, think, feel, need-too many content teams are thinking about frameworks, rankings, and numbers.