Digital has raised the bar for everyone in B2B marketing. Today, the same people who bank online, book travel on their smartphone, and shop from their digital tablet are also B2B buyers. So when they look for a product or service in your category, these people bring incredibly high consumer expectations with them.

Consider the results of a recent survey about purchasing a data-management platform, a B2B product applicable to every type of business in the age of Big Data. Two-thirds of buyers cited reputation as the primary factor in choosing a vendor, according to Forrester. But over the previous decade, haven't we become accustomed to gauging the value of a product or service based on the brand's online presence and customer experience?

Of course, we have. Digital has reset our expectations.

So, how can B2B marketers meet those increasingly sophisticated expectations?

Know your website is being judged

Marketers have been evangelizing about the need for a website for decades. Though that message has gotten through, it's important to highlight that the underlying reason for a website is discoverability.

To be discoverable, you must address the information that prospective buyers need on their journey. Your website should be a one-stop-shop for anyone interested in the product or services you sell. But it's not enough to be comprehensive.

A B2B website must be as compelling as any B2C website.

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image of Yariv Drori

Yariv Drori is vice-president of Programmatic Ad Operations at MultiView, a provider of digital publishing solutions for associations and digital marketing solutions for B2B marketers.

LinkedIn: Yariv Drori