B2B Website Tips From Bigfork
Hi and welcome to our latest Web Insights newsletter, which aims to share our knowledge of creating successful B2B websites. If you haven’t already subscribed to the Web Insights newsletter then please click the ‘Join the Conversation’ button at the end.
WHAT WEBSITE FRUSTRATIONS DO B2B BUYERS EXPERIENCE?
Our report, The Big B2B Disconnect, confirms that B2B buyers are not happy with suppliers websites. Buyer behaviour is increasingly moving online so its vital that suppliers make sure their websites are customer centric.
In this issue of Web Insights we look at the gaps in the B2B buyers journey and how companies need to create content for every stage.
GAPS IN THE B2B BUYERS JOURNEY
The B2B buying journey is increasingly complex, with at least 6 -10 decision makers in a buying group all with different buying motivations (Gartner).
Gartner’s survey also reports that 77% of B2B buyers found their latest purchase was very complex or difficult.
What’s more it identified the B2B buying journey does not follow a linear pattern, but jumps from one task to another with constantly changing buying requirements.
Most B2B suppliers assume that buyers move from one step to the next and organise themselves accordingly.
It’s clear that suppliers who make the buying process easier and provide buyers with the right information will make more sales.
B2B website content is not aligning with the B2B buying journey.
50% of respondents in a survey by the Content Marketing Institute (CMI) only created website content for buyers at the start of the journey. Only 14% created content for those ready to buy.
B2B companies that create website content for every stage of the non-linear buying journey are more likely to be on the final shortlist of the buying group.
The CMI asked respondents which content types are the highest performing for their organisation for building brand awareness, securing leads, nurturing leads, and converting leads. The top three responses in each category are shown above.
Source: CMI
Discover all of the main frustrations B2B buyers are experiencing with supplier websites in The Big B2B Disconnect Report.
Mark Ellaway,
Bigfork ⭐
We create tasty B2B websites
Marketing and Business Manager at Prior Power Solutions
4moReally interesting read, thank you 👍