March 10, 2014:
Towards the middle of last year, Dianna Huff reached out to Casie Gillette and me with a simple idea: We’d seen many reports on how B2B buyers find information online and what tactics B2B marketers were using to reach target audiences, but we couldn’t find anything of significance when it came to the buying experience once that buyer actually got to the vendor website.
- What elements of the B2B vendor site were most valuable?
- What elements supported trust and credibility?
- What elements were frustrating, annoying, and absolute show stoppers?