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What B2B Buyers Want From Vendor Websites

by Ayaz Nanji  |  
March 17, 2014

Easily accessible contact information is the most import thing on a B2B vendor website, according to a recent report from Dianna Huff and KoMarketing Associates.

Over two-thirds (68%) of B2B buyers say a vendor's address and contact information is critically important on a site and 55% indicate they’ll leave if it isn't available.

Moreover, 51% of buyers say having thorough contact/about information is the best way for a vendor's website to establish credibility.

Most of the B2B buyers surveyed (81%) say they like to contact vendors via email; telephone is the second choice (58%). Only 39% like to use a contact form, yet that is the most common option provided by vendors.

Below, additional key findings from the report, which was based on data from a survey of 175 B2B buyers.

'Must Have' Content

  • After contact information, buyers say pricing is the most important content on a vendor website; 43% of respondents say it is a "must have."
  • 38% say technical support information is key, and the same proportion say case studies, whitepapers, articles, and blog posts are essential.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Stephen Daniels Mon Mar 17, 2014 via web

    Really interesting article - although I think the figures need to be taken with a pinch of salt. I recently saw an article on the buffer blog about how pop-ups on blog pages doubled the level of sign up. although people may leave a website for a certain reason, they may never have been interested, the key is to capture those who are generally interested.

    Also - I find there is a huge discrepancy between what people say they won't tolerate and the reality.

    Thanks for sharing the findings.

  • by Ayaz Nanji Mon Mar 17, 2014 via web

    Stephen - Thanks for the comment. Very much agreed on the discrepancy between what people want and what they'll tolerate (though I have a feeling they really do both dislike and click out of websites with auto-playing video and music).

  • by Mark Tue Mar 25, 2014 via web

    Great survey, however, it is only based on 175 responses.

  • by Pauline Stevenson Mon Mar 23, 2015 via web

    Great information, thanks for sharing. I agree that the most important information that buyers want is the contact information. I believe that they feel secure to know that a real person is on the other line willing to help them out in the whole process.

  • by Rajpurohit mahipal singh. ganpat. Fri May 29, 2015 via mobile

    Really interesting.

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