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The importance of empathy in B2B tech marketing: Lindsey Selden, Sumo Logic
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Lindsey Selden is Creative Director, Brand at Sumo Logic - a SaaS analytics company on a mission to ensure its customers’ digital experiences are reliable and secure. Her role at the company encompasses brand, design, user experience, strategy, and marketing.
There’s one thing that links all these together: people. Human beings with needs, feelings, and emotions that B2B tech brands so often fail to acknowledge and connect with.
Listen as Dave and Lindsey discuss:
- How Lindsey’s acting background influenced her approach to authentic human connection
- Why empathy is so vital in brand design and communication
- Building a community to engage your audience
- Applying a creator-driven approach to B2B marketing
- The questions to ask when hiring a creative team
Timestamps:
(03:08) – Lindsey’s career journey so far
(09:13) – What does Sumo Logic do?
(10:14) – Lindsey’s acting background and how that influenced her approach to authentic human connection
(12:44) – Storytelling in B2B marketing
(15:53) - How emotion comes into play in B2B marketing
(17:46) – Applying a creator-driven approach to marketing
(18:41) – Cross-functional marketing teams
(19:35) - The questions to ask when hiring a creative team
(22:35) – Empathy in B2B marketing
(24:14) – What kind of info makes personas valuable?
(26:26) – Finding the balance between rational and emotional communication
(28:51) – Tone of voice
(31:57) – Surprise and delight in marketing
(33:04) – B2B v. B2C marketing
(41:19) – The project or campaign that Lindsey’s most proud of from her career to date
Follow Lindsey on LinkedIn: https://www.linkedin.com/in/lindsey-selden/
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