In the third installment in this blog series summarising the key takeaways from our recent Big Picture 2015 event, we highlight the key insights from Purestone’s briefing on ‘the rise of the B2B website’. In this session Simon Butler, Co-founder, Purestone, mapped out how the corporate website has evolved and web’s central role within B2B marketing strategy.
Consumerisation of B2B
The consumerisation of B2B has blurred the lines between personal and work-life, and has transformed the outbound marketing funnel in recent years. With 60 per cent of the purchase process taking place before any direct contact, the B2B consideration phase is much more complex. Marketers now have greater responsibility for nurturing leads and providing personalised experiences without a sales person involved until the lead is truly ‘sales ready’. B2B brands now need to engage audiences on an emotional level, taking inspiration from the B2C space to make that all-important connection.
The new breed of B2B buyer
The B2B community has changed. It’s vital that marketers understand what the typical B2B buyer and purchase ecosystem looks like today:
- 70 per cent increase in key decision makers aged 18 to 34 in past two years.
- 42 per cent of B2B audience use mobile for research.
- 90 per cent use search for business decisions.
- 70 per cent watch online video as part of decision-making process.
- Traffic to B2B websites has doubled in past two years.
- B2B queries via mobile have grown three-fold.
The future of B2B web
So, how does this all translate in terms of what it means for the future B2B website? First, having a mobile-friendly website is a necessity – not only for optimum user experience, but to ensure your website isn’t penalised and pushed further down the SERPs by Google, following its latest algorithm update. Leveraging data to deliver personalised experiences is really important.
Let’s remember that in B2B, big data is comparatively small data. Don’t overcomplicate the analysis process. Take what you need and use it to create dynamic, personalised websites. Think of your website as the backbone of your business. Align your website and digital strategy with your business goals. Create a visual story of your brand through your website. Your visual content can display your products, services, and “behind-the-scenes” footage of your business. By using visuals to tell your brand’s story, you’ll be able to connect with more customers and build a deeper relationship with them. Invest in your platforms.
The key challenge for marketers is outdated tech that is no longer fit for purpose. Marketers need to embrace the opportunities presented when tech changes. Digital should be a top priority for investment for B2B brands.
Check back soon for the next instalment in the series: Connecting Social to Sales in B2B.