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Home > Community > Business Blogs > Marketing Technology > B2B Websites Can Be an Extension of Your Sales Team
I’ve been reading a lot recently about all the various marketing channels, and which ones are the most important. Recently in the UK’s B2B Marketing magazine, Alex Blyth noted that, “Many B2B marketers are now waking up to the fact that a mobile website might be one of the most effective weapons in their arsenal. Buyers spend much of their time in planes, trains and automobiles, and so they research and make buying decisions while on the go.”
In fact, if you do a quick search on Linkedin you’ll find that there are over 2,000 groups focused on B2B (and yes, there are under 300 for B2C including groups that focus on both). That’s a sizeable difference, and it says to me that B2B marketers are really putting their weight into social media engagement. Not surprising, since B2B marketers are faced with a fast changing marketplace where it seems, to many, harder than ever to connect with would-be buyers. However, it strikes me that many of these same marketers just haven’t figured out that their website has actually become their front doorstep and it might in fact be easier than ever to connect with qualified prospects. One giant problem is that many companies don’t use their websites effectively.
Today in an article published by, iMediaConnection.com 4 ways your B2B website is sabotaging sales begins with this powerful statement by Lauren Goldstein, “Corporate websites currently rank as the No. 1 source of new leads for businesses, according to Demandbase's 2011 B2B website demand-generation study, and the percentage of leads coming from the corporate website is expected to skyrocket in the next three years. In fact, B2B research and analyst firm SiriusDecisions predicts that 71 percent of leads will come from the corporate website by 2015.”
In the same article Sitecore’s Darren Guarnaccia senior corporate VP of product marketing writes, "Your website can become a 24/7 extension of your sales team by offering meaningful, relevant content that progresses the conversation with each site visit based on historical interactions. Today's websites should fill a critical role in supporting lead nurture through the entire sales process."
Read the article to learn more about the key challenges and solutions stop websites from sabotaging the sales process.
Overall I think it’s clear that while social media is a huge part of the strategy for B2B marketers to engage their buyers, there is still a lot that’s being left on the table right at home on their websites.
What do you think?
Tags: Social Media Marketing, Marketing Automation, Lead Generation
Kimberly McCabe works out of the Sitecore UK office in product marketing and community management, seeking out new marketing trends in the social sphere and finding new ways to leverage emerging technology in web content management, online marketing, social media, and inbound marketing.
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