Today, at every stage of the sales funnel, B2B customers rely more on digital channels and communication tools – even after establishing personal contact with a sales manager.
However, often commercial organizations’ efforts to identify, nurture, and close leads through digital marketing and then hand the lead to sales are ineffective. Therefore, companies are forced to develop a “parallel” scenario, where digital and personal interactions complement each other at every stage of the multi-channel buyer’s journey to provide a single “seamless experience.”
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At the familiarization stage, landing pages are the most popular resource among clients (usually for receiving consultations on questions they may have).
The vast majority of B2B pages are designed in such a way that kuwait phone number data they do not satisfy this aspect of consumer behavior. Frankly, they are often designed only to broadcast, to transmit information.
As a rule, they contain information in which the company seeks to convey to the audience 1) what it is, 2) what it does, 3) how it can help customers.
However, to help buyers make a purchasing decision, B2B websites must meet three important principles, which will be discussed below.
Read also: How to Create Content for Advanced B2B Audiences
1. Give customers the opportunity to identify themselves
After reviewing hundreds of B2B sites in every major industry, Hubspot found a handful of sites that directly invited users to engage in conversation. The rest need to at least stop talking about themselves so much — and give customers a way to share who they are and what they want to do.
In reality, this is not much different from common courtesy at any meeting or party. No one wants to be drawn into a conversation with someone who only talks about themselves and doesn’t listen to anyone. However, this is exactly what happens with the vast majority of B2B websites.
Not only is this egocentric approach ineffective, but it also leaves the buyer wondering, “Do they care who I am? And what do I really need?” Or worse, “Do they even care?” This approach either leaves people indifferent (at best) or repelled from the company.