Data from Gartner’s 2019-2020 CMO Spend Survey shows B2B marketing leaders are bullish on investments in websites. CMOs estimate they allocate 11.6% of their budgets to the website.
B2B marketing leaders often have a difficult time backing a business case for increased investment in their desktop and mobile websites.
Marketers share responsibility for the website with IT leaders, who have different priorities. Marketing, for example, wants to ensure the website has visibility in organic search engine results and ideally, is a platform that accommodates test-and-learn principles. (See “Build a Test-and-Learn Culture to Improve Marketing Outcomes,” by my colleague Jane-Anne Mennella. Gartner subscription required.)
B2B marketing leaders may also find themselves pitted against the sales team for resources. A sales leader with a direct sales force is typically able to point to sales per sales personnel. Marketing leaders who struggle to document and track success metrics will encounter diminished influence across the C-suite.
B2B organizations with a salesforce that relied heavily on face-to-face meetings must now reckon with change amid health concerns from the COVID-19 pandemic. Consider two following shifts:
- Home-bound sales teams will need to transition to video conferencing and learn to use digital marketing resources.
- B2B marketers will need to improve their mobile and desktop websites to better serve business buyers. Business buyers, after all, expect mobile and website experiences they’ve grown accustomed to using for their consumer purchases.
This week we’re highlighting research to assist B2B marketing leaders in improving experiences for business buyers. The research offers examples on how leading B2B marketers:
- Build tools and content that help buyers complete specific tasks while guiding them to your company’s solutions.
- Feature content that supports the completion of tasks at the top of your website.
- Revise site architecture to promote quick navigation to critical buying information.