Aligning your website with your customer's purchasing process

By
Lawrence Mitchell
on February 19, 2010 8:33 AM | | Comments (0) | TrackBacks (0)
   I watched an interesting webinar on B2B Website Effectiveness organised by the Marketing Leadership Council. You can access a few of the more interesting slides here. The key point is that websites are now a critical part of the b2b purchasing process. Many buyers will be looking at an organisation's website to help them through their purchasing process, often consuming content without any human contact. As a result, marketers need to ensure that their website's organisation and content help to steward the purchasing process to positively shape buyers' perceptions. As with product development, the foundation of a successful website is a deep understanding and insight into the buyer's mindset and behaviour. Within the slide deck, you'll also find a case study showing how Dell has brought the principles of good website design and content alive as well as 10 things buyers hate about supplier sites

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