I'm at the Sales Shebang, which kicks off this morning. Last night's opening kick-off was terrific. Molly Cox and her entourage performed a wonderful mix of Improv and sketches. The relationship marketing spoof with a couple in a counseling office was hysterical. During the Improv portion, the interaction they created with the audience was fun and I think everyone had a blast.
While you're waiting for the first postings about the workshops and keynotes, I thought you might find this white paper, written by ThomasNet, good food for thought.
"Aligning Your Marketing Strategy With Your Business Plan" makes a solid case for how important a B2B website is to your company's business. Not just as an appendage, but as the centerpiece for your marketing strategy.
When you consider that 93.4% of industrial buyers are on the Internet to find information that helps them make buying decisions - 91% will leave your site without pursuing a conversation if they can't find solid information - Can you afford to have a ho-hum website?
Consider your business strategy. Take a look at your website and see if each of your strategic goals is supported, promoted and enhanced by the content you provide. A recent survey by Enquiro found that a vendor website is "...the #1 influencing factor in a buying decision."
Studies show that buyers spend at least 8 hours online looking for products and services. The way people search for information and buy has changed. B2B companies need to keep up or lose out to the companies who have taken the steps to make sure their website is an integral strategic asset.
Thanks to Joe Pulizzi for posting the paper. You can download it with free, direct access from his post. There's a helpful checklist for things to consider. And, yes, the focus is for industrial manufacturers, but there's plenty of information that applies to all B2B companies and how to anchor your online marketing strategy.
As the paper says, "All roads lead to your website."