Many B2B companies view their website as digital fronts for their promotional material and so, they create sites which contain their product information and do not bother with anything else beyond that. That’ s a huge mistake. More and more B2B buyers are spending time online to research product information. by online, I mean spending time on search engine results and not social media. Why not make product information available to B2B buyers in a format that would encourage more time spent on your site than having them go elsewhere?
Many companies have their websites developed by their IT department with little involvement by Marketing. If that’s the case with your company, immediately extract your best online selling tool from the hands of bureaucratic IT departments and hand over the site to Marketing who should plan and drive the website going forward.