What B2B Buyers Want from Vendor Websites

By , , , and BuyerZone.

In our inaugural B2B Web Usability survey and report, we learned quite a bit about the B2B buyer and their preferences and behaviors when evaluating vendor websites. This year, we sought to get further clarification and greater depth in some of the key points and also determine if B2B vendors had improved in their website efforts.

In our second annual survey report by Huff Industrial Marketing and KoMarketing, you’ll learn the important and evolving role vendor websites play in the B2B buying process.

We continue to ask buyers how they evaluate vendor websites, what content is critical to the buying process, and how the various types of content marketing assets, including blogging and social media, impact the buyer journey; from discovery to vendor selection.

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2015 B2B Web Usability Report


Key Takeaways:

  • While blogs and social media have some impact in the B2B buying cycle, this impact is not as significant as marketers have assumed. Over a third of respondents (34%) indicated they don’t use blogs to aid them in their vendor discovery process; 38% indicated they don’t use social media for the same purpose.
  • Buyers need thorough contact information to make informed purchasing decisions. Survey data shows that a lack of thorough contact information will cause buyers to leave a website as well as reduce the vendor’s credibility in the eye of the buyer.
  • Despite a tsunami of information regarding what comprises an effective B2B content marketing strategy, a huge disconnect still exists between the content vendors supply buyers on their websites and what buyers need to move forward with vendors.

The 27-page report features seven key research findings, over twenty key takeaways, 18 data charts, and feedback from over 260 B2B industry professionals.

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“The team at KoMarketing was great at listening to our organization’s needs to ensure they were on the same page with goals and objectives. They provided a clear path for getting to desired results, were fast and flexible when adjustments were needed and above all else, provided the highest level of client service. KoMarketing is a pleasure to partner with!”

Melissa Sopwith — Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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