As logistics marketers, the greatest gift we can bring to our work is empathy – a genuine understanding of the buyer’s needs, wants and feelings. This empathy informs our strategy and messaging work like nothing else.
The best way to build empathy is to talk directly with these buyers. But, unlike salespeople, the day-to-day job of marketing doesn’t require regular interaction with our customers and prospects. One of the things we must guard against is reliance on second-hand sources as the pathway to empathy.