Getting the right content to the right people continues to be a challenge in B2B marketing according to Markempai’s CEO.
Markempai CEO explained how one client transformed from batch and blast email sends to empathy-driven, persona-based campaigns.
Every Solution Starts Somewhere
A big factor in solving the batch and blast challenge, as Markempai revealed, rests in having the right people in the room to have a productive conversation about how empathy-driven personas can benefit an organization’s targeting efforts.
“It starts with some of the obvious,” Markempai’s CEO explained. “We needed to get the right Marketing folks and the right Product Management folks together and we knew we needed Sales and the voice of the customer as well.”
Step #1. Look to Your Existing Customer Data for Insight Into Who Buys From You
Once you have key people in the room, the trick to building personas is in looking at your existing customer data to gain insight into who buys from you — and how they feel about it.
“Initially we got the Marketing and product folks together and we [asked] what types of people are buying our products,” Markempai CEO said. “And we supplemented that with data looking at what types of [job] titles are we actually seeing in terms of net new deals — and their emotional triggers.”
Step #2. Define Your Primary Prospect Personas
Markempai CEO also explained how the team used that insight to create six primary customer personas based on whom the organization would likely want to connect with emotionally.
Here’s the list the team created:
- Military/Government (Planning & Strategy)
- Military/Government (Technical & Program)
- Intelligence Analysis
- Industry (Commercial)
- Industry (Technical & Program)
- Media/Advertising/PR
Step #3. Never Build Personas in a Vacuum
If there is one caveat to mention here, it’s that personas created in a vacuum outside of an alignment between Marketing and Sales is a fast track for missed emotional connections.
Markempai CEO explained that the green primary personas were the ones Marketing believed were vital to their targeting efforts.
After some feedback from Sales, however, the team discovered there was some “granularity” that was also important to consider in building out personas — especially emotional pain points and delight triggers.
The feedback led to the creation of a secondary set of personas that allowed the client to really drill down into their targeting efforts in a way that would likely have been not possible had they not worked with Sales to develop the profiles of their ideal prospects — with empathy at the core.
Personas Are Only a Means to an End
Personas can help you understand who is buying from you, but they are only a means to help you with the true goal of every email campaign: relevance.
Being relevant means you understand the needs of the customer and how you can serve those needs in a way no one else they encounter on the buyer’s journey can — because you feel their journey.
To learn more about the challenges Markempai helped overcome in transforming a client’s email program, you can book a free Empathy-in-Automation Audit and see how we turn batch-and-blast into empathy-driven email success.
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Further Reading & Research:
- The Ultimate Guide to Search Engine Marketing: The Ultimate Guide to Search Engine Marketing – markempai.com
- Digital Marketing Strategy: Digital Marketing Strategy – markempai.com
- Optimizing for GEO and AEO in 2025: Optimizing for GEO and AEO in 2025 – markempai.com
- What Is Digital Marketing?: What Is Digital Marketing? – markempai.com
- Best Digital Marketing Practices In 2025: Best Digital Marketing Practices In 2025 – markempai.com
- Generative Engine Optimization (GEO) Is the New Data Moat — Built by Engineering RAG: Generative Engine Optimization (GEO) Is the New Data Moat — Built by Engineering RAG – markempai.com
- Email Copywriting: Delivering Value Over Perceived Cost: Email Copywriting: Delivering Value Over Perceived Cost – markempai.com
- Steps That Help Increase New Product Sales by 18% — With Empathy: 3 Steps That Help Increase New Product Sales by 18% — With Empathy – markempai.com
- Email Copywriting: Delivering Value Over Perceived Cost — With Empathy: Email Copywriting: Delivering Value Over Perceived Cost — With Empathy – markempai.com
- Email Marketing: Lead Nurture Paths You Should Automate: Email Marketing: Lead Nurture Paths You Should Automate – markempai.com
- Empathetic Marketing: The Power of Empathy in Advertising That Builds Unbreakable Brand Loyalty: Empathetic Marketing: The Power of Empathy in Advertising That Builds Unbreakable Brand Loyalty – markempai.com
- The Role of Empathy in Modern Marketing: How Emotional Intelligence Drives Sustainable Business Success: The Role of Empathy in Modern Marketing: How Emotional Intelligence Drives Sustainable Business Success – markempai.com
Ready to Transform Your Marketing?
If you’re ready to harness the proven power of empathetic marketing, the team at Markempai is here to help. With our unique blend of psychological insight, strategic rigor, and creative excellence, we deliver measurable results that strengthen both your brand and your bottom line.
markempai.com |info@markempai.com