Whitepaprs

White Paper Excerpt

When the Web first came into prominence (circa 1995), the only expectation for a Website was that it would provide accurate information about the company that put it up.
It was an elaborate electronic brochure, and the prevailing marketing belief was that if enough people came to the site and poked around, the site would help them sell.

Many business to business (B2B) organizations are still laboring under that assumption. They put effort into their search engine marketing (SEM) strategies, spending dollars purchasing keywords and using other tools to help drive traffic. What they don’t seem to realize, however, is that we are now living in a Web 2.0 world, where buyers control the purchasing process and are used to interacting with one another as a regular part of their online experience.  They don’t just want information, they want to be engaged.

Getting visitors to the site is no longer enough. If you’re not engaging them – building a dialog, listening to their concerns, letting them tell you what they want, and then using what they say to turn those engaged visitors into sales – you may be on a fast track to irrelevance despite all your marketing investments. 

Tagged as

analytics, b2b, kpi, roi