Business-to-business marketing ideas

When viewing B2B websites, I wonder whether companies are fully aware of where their prospects are going to source for products and services. I also wonder if they are providing the online information that their prospective customers want—information such as product specifications, pricing and terms, tech support, delivery and other important details. It may be because of a long history of their business processes. “We always done things this way, and it’s always worked.”

An Industrial Marketing Survey*, conducted by ThomasNet and Google in 3rd quarter 2006, shows that industrial marketers must more effectively place themselves where industrial buyers are looking: on the Internet. Here are some facts from that survey:

- 96% of all industrial buyers use the Internet at some point in the process of researching, comparing, and/or purchasing various products and services.
- More than half these buyers begin the buying process online, when they are researching various products that might meet their needs (54%).
- Almost half as many buyers access search engines such as Google or Yahoo first to see what is available that might serve them best (23%).
- Nearly as many buyers turn to industrial destination sites like ThomasNet.com before any other resource (17%).
- Many buyers learn enough in the initial research phase of the buying process to draw some conclusions or take some kind of action. Nearly all continue gathering more information on a product, brand or supplier (94%), even after calling or meeting with a distributor or supplier.
- About half actually issue purchase orders (51%) following Internet research, while three in four make a recommendation for a new product, service or supplier. The rest continue to gather information on specific products, brands or suppliers.

Clearly, the Internet is the information resource of choice for industrial buyers.

So, based on my own experience, and supported by the findings in this survey, here are some recommendations, and questions to ask yourself:

1. Compare your website to your competition: print out a color copy of your home page, as well as the home page of each company that you have identified as your key competitors. (You might want to enlist a knowledgeable third party—no one’s going admit they have an ugly baby!) If you were looking for these products or services, which company would YOU prefer to do business with?
2. Does your site speak your customers’ language? You need to do more than talk about your features. What are the benefits of choosing your company over another, and how will you solve their pain? Do you take advantage of testimonial marketing, and provide ample quotes and references from satisfied customers?
3. Can your prospects find your site? Are you regularly analyzing your placement on the major search engines? Have you engaged in appropriate search engine optimization? (Warning: avoid those offers of “We’ll place you in hundreds of search engines!!!” Nearly all searches are done through a few websites: Google, Yahoo!, MSN. If you cover those, you’ve covered nearly 100% of all searches.) Are you listed in all the right directories, like ThomasNet or The Blue Book Directory? Is your site populated with the right keywords—and are you sure you know what keywords your prospects are using? How many links are pointing back to your site?
4. Are you providing enough information for buyers to move you to the top of the list? Whenever possible, list specs, case studies, prices, terms, delivery information, warranties, tech support, CAD drawings, and so on. Remember, this site is for the benefit of your prospects, not a feel-good online “brochure” for you. Buyers want to shorten their buying cycle and spend less time with a “salesman”. (Sorry.) Although you can’t divulge too much vital information for your competitors to see, I believe that many companies may be overly concerned about that. Your competition may already know more than you think!
5. Capture leads on your site: many times the “Contact Us” page is buried deep within a site. I recommend that you put that link clearly on every page, and drive visitors there.
6. Respond immediately: nothing says “I don’t care for your business” more than a slow reply to a website request for info. Who is responsible for checking email, and do they reply within 30 minutes or less? Who will cover this duty when that person’s at lunch or out of the office?
7. Nurture that lead: even if they are gathering information for a future purchase, find appropriate ways to stay in front of them all through their buying cycle. E-newsletters, follow-up phone calls, thank you letters, testimonials, meet-ups at trade shows, or white papers are all good tools to use to maintain top-of-mind awareness.

Be aware of your prospects’ behavior patterns. It’s not enough to simply have a web presence. Take the steps necessary to drive greater volumes of qualified traffic to a well-designed site and give them the information they want when they are ready to buy. You’ll dramatically increase your chances for success.

I can be reached at VogelMarketing@verizon.net. My website is http://www.vogelmarketing.net/.

* “Industrial Marketing Online: Getting Industrial Buyers and Sellers on the Same Page”, www.ThomasNet.com/goodcustomers