B2B Vendors: Make Sure Your Website Delivers

What Your Customers Really Want from Your Website


Are you a B2B vendor? If so, your website probably isn’t delivering what your potential customers actually want—at least, that’s according to a recent study from KoMarketing, Huff Industrial Marketing, and BuyerZone.

A blog post by marketingcharts.com recently broke down the study and some of the important insights into online customer behavior. So what are some of the most important areas for improvement B2B websites can improve on?

  • Thorough contact information
  • Research reports
  • “About” information and team bios
  • Case studies and whitepapers

Content marketing has also been a recurring theme among many of our blog posts lately (see some related blog posts here, here, and here) and the blog post revealed no shortage of content marketing insights. Most notably, it broke down the content types that B2B customers are most likely to complete forms to receive:

  • Trial offers: 62%
  • Product demos: 48%
  • Product evaluations: 48%
  • Research: 41%

So good content is as relevant as ever, and now B2B marketers have some insights into what qualifies as “good” content. But there are some deterrents to form completion that we need to consider, such as excessive field requirements and requiring a physical address or phone numbers. Fortunately, relatively few were against sharing their email address, presenting a great opportunity for nurture campaigns and further email marketing.

Want more information from the survey to help with your content planning and website goals? Click here to read the full article.

About The Author

Renae Krause

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