Fintech Marketing: are we missing Empathy?

This thought piece explores one element that seems to be lacking from a lot of B2B marketing efforts – empathy. It argues that an empathetic tone and message can help drive business results by appealing to the people who make decisions. It shows how messages can be crafted with the customer in mind, and their pain point being centralized – not how to drive the product sales. A must read for all communications and marketing professionals.

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