April 9, 2015: Google Analytics and other reporting tools can tell you a great deal about what buyers do once they get to your website – which pages they click, the flow from one page to another, conversions, etc.
But B2B marketers also need to know what buyers actually want from a vendor website. Which content elements are most important to their target audiences? What causes them to leave a website and not return? And most importantly, what website factors will encourage the prospective buyer to take the next step in the sales process?