Group items tagged

Persona I: The Methodical B2B Customer Methodical types need to be prepared and organized to act. How can your solution solve this problem? Provide hard evidence and superior service. Persona II: The Spontaneous B2B Customer Spontaneous types live in the moment. Why is your solution best to solve the problem now? Address immediate needs with relevant and credible options. Persona III: The Humanistic B2B Customer Humanistic types are usually slow to reach a decision and generally prefer the big picture. Who has used your solution to solve my problem? Offer testimonials and incentives. Persona IV: The Competitive B2B Customer Competitive types are goal-oriented and looking for methods to completing tasks. What can your solution do for me? Provide rational options, probabilities and challenges.

While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.

We've learned that simplicity is the key—easily scanned, brief content, appropriate imagery and a value-based call to action.” For example, after simplifying a registration form for a particular call to action, SAP.com saw a 96% increase in the number of registrations.

“We have to look at what is the downside to SAP in removing a field, such as taking away "industry.' We have industry-specific sales teams, so for each field we take away to get an increased conversion, there is a downside—now we have to do more work on the back end [to learn this information].”

Responsive design. This is a term that means that your website automatically senses what kind of device is being used to access information and adjusts accordingly. To further explain, responsive design allows the users to access an advanced four column layout, with the width of 1292 pixels, on a 1025 pixel width screen, and then automatically simplifies the site into one or two columns for smart phone viewing.

Immediately orient visitors. "You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get—and do it fast," Albee advises. Dump the jargon and get to your core information. Speak directly to them. Tell them what's in it for them. "Make sure your content speaks directly to them about stuff they care about—high-priority stuff," she says. Provide 'interest pathways' for them. To accommodate a range of prospects, offer unique pathways that appeal to individual interests—such as, "if X is your priority, then click here for all the resources you need about that topic." Answer their questions. Access your own site from the Internet, navigate it and see what questions come to mind as a visitor. This exercise can help you identify information gaps. Get them to do something. "What event can they sign up for that relates to their interests?" Albee asks. "What white paper or eBook can they download? Do you have related blog posts they might be interested in?" Invite them to follow you on Twitter.