When executed well, a great B2B website can do the job of 100 salespeople, scaling your message to the masses and helping drive loads of revenue.
This story was originally published on June 11, 2013, and comes in at No. 4 on our countdown of the 10 most popular ClickZ stories of 2013. As ClickZ looks back over the past year, we're celebrating the best of 2013, as determined by you, our readers. Enjoy!
Recently I've been helping one of my clients redesign its online presence. As we all know, our website is our brand's front door - just as important, if not more so, than our company's physical presence. It's how potential clients learn more about our brand, and where existing clients will go to stay connected with us. When executed well, a great B2B website can do the job of 100 salespeople, scaling your message to the masses and helping drive loads of revenue. They can help with retention, upselling, and help facilitate customer service. So, why are so many of them so terrible?
In general, a great B2B website does five things:
Have another favorite B2B website? Nominate it with a direct message to @kristinkovner for consideration for a future column.
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Kristin Kovner is a digital marketing, technology, and media industry veteran. Her firm, K-SQUARED STRATEGIES, helps high-growth media and tech companies develop and execute best-in-class marketing strategies. Prior to opening her own consultancy, Kristin served as the Vice President of Marketing Strategy at AOL, where she managed the AOL and AOL Advertising brands and set and executed the go-to-market strategy for AOL's owned and operated websites, including AOL.com, Moviefone, MapQuest, Engadget, and The Huffington Post.
Prior to joining AOL, Kristin served as the Head of Industry Marketing for YouTube and held various roles on Google's marketing team. Kristin has also worked as a journalist for Newsweek and SmartMoney, The Wall Street Journal's magazine, and as an economic consultant at Bates White LLC.
Kristin graduated Phi Beta Kappa and Magna Cum Laude from Yale College and currently lives in New York City.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT