Agile Computing Authors: Pat Romanski, Zakia Bouachraoui, Elizabeth White, William Schmarzo, Liz McMillan

Related Topics: Agile Computing, Cognitive Computing

Agile Computing: Article

Every B2B Website Visitor's Click Must Count

Design website content paths to build prospect engagement.

Focusing on website navigation paths makes perfect sense for B2B websites with lengthening sales cycles. The added pressure for marketers to produce measurable ROMI means that each click needs to be considered a conversion that strengthens engagement, builds trust, and leads to verifiable conversations. Websites should drive buyer momentum and work toward reversing that lengthening sales cycle statistic.

When you build a B2B website, it’s imperative that you think about the site user's context. You need to plan for and strategize every click and interaction by focusing on your website visitors’ thought processes. What a user decides to do next, after a click, should be anticipated, not an afterthought. Every scenario you can map out will help your website get closer to delivering value that matches needs. Because, let’s face it, buyers will only spend so much effort trying to match their needs to your content.

Managing your website goes way beyond posting your latest article. Where you place it, and the options the user has once they get to it should be synthesized against buyer personas and consideration processes. Building navigation paths thoughtfully will help you escalate initial attention into ongoing engagement. If you’re only focused on getting buyers to read one thing, then that’s exactly what you’re going to get. And, in a B2B complex sale, it won’t be enough.

Research shows that people spend an inordinate amount of time researching purchases on the web. Self education and anonymous learning are today’s norm. Many B2B purchases are large enough to demand due diligence, but they can also be complex enough that people charged with overcoming challenges need education. They need to develop knowledge and options that show them how to think about the possibilities for solving their problem. Quite often this is daunting challenge and leaves them floundering for a way to frame the conversation.

The opportunity to engage buyers, influencers and end users by enabling them to "see" the issues, obstacles, and possibilities they wouldn't think about on their own is huge. If your website provides content in a context that not only frames, but encourages, interaction and dialogue because it's focused on them, not you, then you're on your way to building engagement with payback.

The best way to do this is to block out your buyer’s steps for problem solving. Your products may solve a variety of critical business problems. Take one at a time and map out the scenario they may choose as they gather, ingest and use information to arrive at a solution. Employ personas and profiles to help you. Interview customers and salespeople to gain further insights. Then deploy your content in a way that leads the buyer through their thinking and education process.

Buyers are begging vendors to educate them. Research shows that education can rate higher on their importance scale than even price. They don’t have the time or expertise to solve these problems on their own or your company wouldn’t be needed. Remember that even if your solution is “perfect” for them, they also need a high level of comfort with the journey they’re embarking on to deploy your solution.

It’s also important to realize that each of the people in the buying group will not learn the same way. Some may prefer to listen to a podcast or attend a webinar on a subject of interest. Some may want longer papers that explore the intricacies of a subject. Others may prefer to get their education through a series of shorter articles so they can focus on one idea at a time.

Every click you get from a buyer should be an indication that they’re becoming more engaged with your expertise, your products and your company. Not that they’re lost, frustrated and fruitlessly searching for something that answers their needs and their questions. For every click to be a conversion, you need to ensure you’ve planned for the transition from one resource to the next and that each click pulls more mindshare into your sphere of influence.

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...