Why Empathy Drives Real Results

About Vivi

I'm the co-founder and growth strategist at Dos Lados, a boutique marketing agency focused on helping B2B tech companies grow through performance marketing and conversion optimization.

My role is a mix of strategy, creative direction, and client partnership. I lead the development of paid media strategies, shape messaging and positioning, and work closely with clients to make sure we're not just generating leads, but generating the right ones.

I started my career back home in Venezuela, in the old school traditional advertising and made my way into digital when I moved to Vancouver, Canada. Eventually working at tech SaaS companies, where I fell in love with the speed and impact of growth marketing.

Founding Dos Lados gave me the freedom to build the kind of agency I wish I had when I was client-side: small, sharp, and deeply invested in outcomes, not outputs.
Building Experiences People Love

What's one thing you've seen consistently make people love the experience when it comes to your field? How do you know when you've hit that emotional sweet spot with users?

"Too often, brands talk about what they want to say, not what their audience needs to hear. But when you flip that—when you speak from the user's point of view—you build instant trust."
In my experience, whether it's a high-converting website, a paid ad, or a landing page; it always comes down to truly understanding your audience and speaking to them with clarity and empathy.
When you speak from the user's point of view, reflect their pain points, and show that you actually get them—you build instant trust. As humans, we want to feel heard and understood. That's the emotional sweet spot.
I know we've hit it when users don't hesitate, they scroll with purpose, they click without friction, and conversion feels like the natural next step, not a push.
You can see it in the data: higher engagement, stronger conversions, better lead quality. But more than that, you feel it in client reactions and user feedback. The message lands. The experience resonates. That's when you know you got it right.

Can you share a moment when you realized something you built really connected with someone?

Years ago, I worked in the events industry, which meant we were constantly attending conferences and trying to stand out. Booth ideas were always a challenge; you only have a few seconds to capture someone's attention in a sea of noise.
One year, we flipped the usual high-energy approach and went with something totally different: a spa-themed booth focused on relaxation. We had foot massage machines, calming visuals, and a message around how our apps could make organisers' lives easier, not harder. It was an instant hit. People stopped. They smiled. They stayed. And they remembered us.
That experience taught me the power of emotional resonance, of creating something that doesn't just communicate, but connects.
"Whether it's in-person or digital, the outcome is the same: when you speak to people in a way that makes them feel seen, they engage."
I see the same thing now in my digital work. When we redesign a website or run a campaign that truly reflects what users need and how they feel, the results follow. Like with the Unbounce relaunch, we helped rebuild their site with strategic structure and clarity, and saw a 22% increase in conversions right after launch.

What's a small detail or decision that made a big difference in how people responded?

This is such a big part of what I do. I'm obsessed (in the best way) with the details that actually drive performance.
When you work in conversion optimisation, you learn quickly that small changes can make a huge impact. CTAs are a great example. Everything influences performance: the wording, colour contrast, placement, and what's happening around it. But my favourite example is forms. Most people don't think much about them, but every element matters. The number of fields, their size and order, where the form sits on the page, whether there's an image nearby, and even what that image is showing.
One time, we tested a demo request page with and without an image. Image won. So then we tested two identical images, placed the exact same way on the page. The only difference? In one version, the person in the photo was looking toward the CTA. In the other, they were looking away.
The version with the person looking at the CTA drove 8% more conversions.
That's the beauty of CRO. Sometimes it's not about doing more—it's about doing smarter.

How do you currently understand or measure whether people actually love what you've created?

"Love" is a tricky word, especially in performance marketing. But understanding and resonance? Those are measurable.
For most of what we do, there's data to tell us if it's working. Are people clicking? Converting? Engaging? Are we seeing the outcomes we hoped for or unexpected ones we can learn from? That's the ultimate measure: does it move the needle?
We try not to guess; we try to make informed decisions. With tools like heatmaps, user testing, and on-site feedback, we can observe, learn, and adjust long before wasting time or budget.
It's not just about chasing a feeling. It's about building with intention, testing with curiosity, and using data to find what truly connects.
Who Does It Well?

If you're looking for inspiration - what companies inspire you?

I don't really have a go-to company for inspiration. What I look for depends on the industry I'm working in. If I'm doing a project in security or analytics or DevOps, I dive into that space. It's the fastest way to understand the audience, the competitive landscape, and whether a brand is truly speaking their customer's language.
Beyond that, I rely heavily on my gut reaction. When I land on a site, I ask myself: do I get what they do immediately? do I know what they can do for me? and do I feel something?
Good structure answers those questions right away.
Two B2B SaaS sites that do this well right now:
Linear – They've stripped everything down to the essentials. From homepage to product pages, the flow is intentional and calm. You instantly get what they do, how they're different, and what to do next. No fluff.
Vanta – Great example of balancing clarity and persuasion. Their structure guides you from problem to solution, with messaging and visuals perfectly aligned. There's a clear CTA, great use of space, and they're really good at speaking directly to their ICP.
The common thread? Focus. They don't try to say everything to everyone. They say the right things to the right people, clearly and confidently.

What's a brand that consistently makes you feel something when you interact with them?

I don't have a go-to example on the B2B side, but on the consumer side I really like Prose. They make personalized hair and skincare products, and what stands out is how thoughtful the entire experience feels.
From the beginning, they ask detailed questions to customize a formula based on your needs, your location, even your local weather. Every product arrives with your name on the label and a note about your city. After you've ordered, they check in to see if your formula needs tweaking.
Even if the personalization isn't 100% scientific, it feels like they know me. That level of care and attention to detail makes a big difference in how connected you feel to the brand.

Can you think of a company that seems to really understand their users' emotions? What do they do differently?

I'm always drawn to brands that aren't afraid to show personality—and actually talk to their audience, where their audience is.
Slack is a great example. Whether it's product updates or social media posts, everything they do has a strong, consistent tone that's confident, helpful, and just a little witty. They've managed to build a brand that feels smart and human at the same time. Their UX is built around user empathy, and they treat users like collaborators, not just customers. That builds emotional trust, and it's part of why they became such a dominant player, not just because of features, but because of how they make people feel.
I'm also big fan of brands where the people behind the product—founders, marketers, the whole team—are active in the industry and advocate beyond their own product. Rand Fishkin from Moz (and now SparkToro) is such a great example. He's always been generous with his knowledge and genuinely helpful to marketers.
And closer to home, I have to mention Klue. Yes, they're a client, but I also see firsthand how their CEO and the entire marketing team work hard to build a real community in the competitive intelligence space. It doesn't feel like just content, it feels like connection. That kind of leadership, where your brand is rooted in service and authenticity, is rare and incredibly effective.