Client Personas & Empathy Mapping
Speaking
Use Neuroscience to Build Better Connections—and Win More Work
Your clients are people—not just project opportunities.
Understanding what drives their decisions, how they think, and where they’re coming from isn’t soft stuff—it’s strategy. This interactive session explores how neuroscience, empathy mapping, and persona-building can help your firm communicate with clarity, stand out in the market, and position your team to grow in more human, intelligent ways.
Attendees Will Walk Away With:
- A working knowledge of how neuroscience informs decision-making in the client journey.
- Clear definitions of client personas, what they are, and why they matter for strategy.
- A practical walkthrough of the 5E Framework to apply empathy mapping to your real clients.
- Sample personas you can adapt and use immediately.
- Tactics for uncovering themes, content ideas, and innovation opportunities through client insight.
- New tools to strengthen collaboration across marketing, BD, and project delivery teams.
Format & Duration
This flexible session works great as a conference talk (60 minutes) or a deep-dive half-day workshop. Your team will leave with new perspectives—and a toolkit they can put to use right away.
Why this session matters
Empathy isn’t just a buzzword—it’s your competitive edge. When you understand your client’s wants, needs, and fears, you make better decisions, create stronger messaging, and ultimately, win more of the right work.
“Empathy mapping aims to create a deeper understanding of the client, fostering emotional intelligence and buying within the team.”
Empathy is your business advantage
Discover how neuroscience and client personas unlock deeper understanding, stronger messaging, and smarter strategy—so you win work with your clients, not just from them.
Let’s humanize your strategy.
Connect with your clients in ways that matter. Book Sarah to train your team in practical empathy strategies that align with growth.
Growing Differently: Using Neuroscience, Client Personas and Empathy Mapping to Win Work
At this point in the year, are you finding that your pipeline is different from what you were thinking (good or bad)? Are you anticipating your client’s needs, ahead of time? Ensuring that your firm truly stands out from the flock? Empathy mapping is a crucial tool...
From buzzwords to breakouts: Inside the AI Exchange
What happens when you mix five powerhouse AEC marketers, a room full of curious professionals, and just enough flair to keep things fabulous? You get the AI Exchange From Practice to Implementation, an energizing, insight-packed event brought to life by SMPS North...
Professional Services Marketing Podcast: Good Research
Good research begins with a good framework. Listen in, as Sarah chats with Frank Lippert and Kate Robinette of GoStrategies about how to build those plans on good research. They talk about defining the use of the data before you start, reframing the questions to get out of the rabbit holes and back on track, and provide you with resources to get started.