home : chapter 1 : chapter 2 : chapter 3 : chapter 4 : chapter 6 : chapter 7 : chapter 8 : chapter 9
chapter 5 the B2B Website
further reading ...
Note that I’ve included some articles that are a couple of years old ...
don't let their publication date put you off - they are still relevant now.
The most recent posts are at end of each section.
This book covers only the essentials – for links to wider coverage of the
subjects take a look at the web pages for Digital Marketing; a Practical Approach.
The B2B website
What Do Visitors Want From Your B2B Website?
Perhaps What Types of Videos Are B2B Buyers Watching? should be in the previous section – but I’ve put it here so that readers can compare these figures with those on the use of videos in the book.
Lead generation
What Types of Content Generate Leads That Convert?
I have included How Long Do B2B Deals Take to Close? to show that B2B sales rarely happen at the click of a mouse [or tap of a screen] - so B2B websites are used for lead generation.
I've included Nine tips for optimizing lead-capture forms here as most B2B websites have the objective of lead generation.
Although I’ve included
Digital Sources Now Generate 40% of Leads for Professional Services Firms here, it could be in several other sections.
The B2B buying process
Although websites are only part of how to use Econsultancy’s B2B Customer Journey Mapping Canvas gives an excellent overview of the B2B online buying process.
Although Unlocking the full potential of B2B email marketing is about email marketing, I have included it here because much of the content can be applied to websites - in particular, the table; 'what do B2B customers want to know'. I think you can us the table for developing B2B website content.
B2B Buyers Want More Data and Research in Vendor Content.
B2B websites are not the same as B2C Websites: Key UX Differences.
The B2B e-commerce site
B2B: How Manufacturers with Distributors Use E-commerce.
On the face of it, B2B e-commerce sites are the same as those for B2C - but 3 in 4 B2B Procurement Officers Experience Pain Points During the E-Commerce Buying Process shows that the B2B site is more about proficiency than 'glamour'.
4 Expectations of B2B E-commerce Customers.
What Do B2B Buyers Want From Sellers, and Why Do They Go Elsewhere?
3 Reasons Why B2B Ecommerce Projects Fail.
How digital is shaping customer experiences in B2B is about more than the B2B website - worth a read. Note, however, the article refers to B2B products that can be sold on a website as are retail products.
B2B e-marketplaces
20 Leading Global B2B Exchanges.
A Guide to the Top Three B2B Marketplaces: Amazon Business, Alibaba and Thomas.