Why Buyer Empathy Drives Revenue Results

June 22, 2023

Buyer Empathy: Understanding Your Customers' Needs 🗣️

According to Natalie Marcotullio, Head of Growth and Operations at Navattic, the most important thing marketers can do right now is to improve the buyer experience and practice buyer empathy.

This means understanding your customers' needs and creating an experience that meets those needs.

As Natalie explains:

"Buyer empathy is really important, like, how can you put yourself in the shoes of your buyer and give them the experience they want?"

By putting yourself in your customers' shoes, you can create a more pleasant experience for them, which can increase the likelihood of conversion.

Natalie suggests thinking about what the experience looks like on the other side and how you can accelerate the sales process by giving customers the information they need upfront.

This might include:

  • More transparent pricing
  • Better product insights
  • Streamlining your sales funnel

Natalie also emphasizes the importance of focusing on content, education, and partnerships, rather than just blanket advertising.

By educating and helping marketers, you can build trust and establish yourself as a thought leader in your industry.

This approach can be especially effective in the current climate, where marketers are inundated with ads and are looking for more meaningful interactions.

Revenue Attribution: Reporting on Impact Regularly 📈

Improving the buyer experience is only one piece of the puzzle.

As marketers, we also need to prove the impact of our efforts on revenue.

Natalie suggests reporting on revenue attribution regularly and making it visible to the entire company.

By doing so, you can identify which channels are working and which aren't, and make data-driven decisions about where to invest your resources.

Natalie explains:

"We have every single channel broken out. So if we run a campaign, for example, we can see every week where did the leads come from, did that affect the lead volume and then down funnel as well? I think that's so important that not only reporting top of funnel, how many leads, but we have pipeline. We have closed one revenue. So it's really easy to see what channels are working and what aren't."

By reporting on revenue attribution regularly and making it visible to the entire company, you can demonstrate the impact of your efforts on revenue and gain buy-in from stakeholders.

Creative Marketing Strategies: Thinking Outside the Box 📦

Finally, with headcount freezes and budget cuts, it's more important than ever for marketers to develop creative marketing strategies that don't require a lot of money.

Natalie suggests focusing on skills that will help you work with the leads you have and improve the buyer experience, such as buyer empathy, data analysis, and customer research.

By doing so, you can demonstrate your value to your company and make yourself indispensable.

Natalie also suggests thinking outside the box and trying new things, such as hosting virtual events for your top customers.

By bringing your customers together and facilitating conversations, you can create a sense of community and establish yourself as a thought leader in your industry.

Natalie explains:

"We're actually doing a paint and sip at the end of this month. And part of it is we're educating people on interactive demos. So we actually had Nick when he was at Alyce, he talked about the Alyce integrations at the end of it. And we didn't necessarily see, like, it wasn't public facing. It's not like we got a leads from this. But we saw our customers. Then we have some slack channels with them internally reach out and say, hey, I saw how Alyce is using it. I want to use it this way. We're going to kick off more demos. So really cool. Just like, having customers teach customers."

By trying new things and thinking outside the box, you can differentiate yourself from your competitors and establish yourself as a thought leader in your industry.


By focusing on buyer empathy, revenue attribution, and creative marketing strategies, we can overcome these challenges and emerge stronger on the other side.

By putting ourselves in our customers' shoes, reporting on revenue attribution regularly, and trying new things, we can demonstrate our value to our companies and prove the impact of our efforts on revenue.

And if you want to continue learning from Navattic, then check out the B2B Buyer Journey Report we created with them!

Arthur Castillo
Natalie Marcotullio
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Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue.
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