B2B Articles - May 13, 2013
Not all B2B websites or businesses have the same goals, intentions or needs. Yet, all B2B websites are still portals for communicating with other humans. It is a common falsehood that B2B should have a less customer-centric focus than a B2C website. Real humans visit both types of websites, and it is the job of each type of website to communicate clearly and appropriately with their respective audiences.
Many B2B websites and business have longer sales cycles than B2C websites. For this reason, it is even more imperative to measure conversion rate and other performance goals. All to often, business leaders of B2B businesses fail to meaningfully analyze their website traffic and define performance benchmarks. Ensuring that websites are engaging, relevant, persuasive, useful, accessible and attractive is a vital task for businesses. On top of this, analytics and conversion data can help business leaders "see" into their lead generation and sales cycles to improve processes, value-propositions and engagement tools.
The marketing and sales process, is just that... a process. It must be refined and improved over time. This is true with websites as well in their role as lead-generation and sales tools. They must be studied and tweaked for performance improvements.
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