Compassionate Businesses Build Passionate Customers

By Win Salyards, Marketing Coordinator at Heinz Marketing
This week was B2B Sales and Marketing Exchange. This normally in-person B2B conference was forced to go fully virtual this year, but the content was just as poignant, especially the Monday keynote. The address covered two things: getting lost in the mire of metrics and marketing with compassion. I found this second point to be the most inspired. With all the frustration of 2020, everyone has seen the need and desire for empathy, compassion, and connection. This was also recently seconded by MarketingProfs in their whitepaper on how marketers respond in a crisis. A few primary key points were “respond with compassion” and “make your brand a beacon of optimism.” As we head into our third COVID peak this year and countries around the world begin to shut down again, it continues to be clear we need to lead with compassion and approach