How Good B2B Marketers Cheat

BY: ON FRIDAY, JUNE 27, 2014

If you have a business-to-business (B2B) website, you're probably tired of all the trite advice you see out there from experts who are clearly speaking to those in the business-to-consumer (B2C) industry. I mean, each time you read these opinions about what you should do, do you find yourself asking, "how is that realistic in my B2B business?" And you might be wondering where the really smart B2B marketers look for their new ideas. The answer is...those crazy B2C websites. Let me explain why.

It doesn't matter that all of your customers are businesses themselves, that each person you sell to is also a consumer, and that they spend far more of their time online being a consumer shopper than a business shopper. What that means is that every time they come to your site, they bring all the sensibilities of a consumer to your business interaction. They expect you to be just as easy as Amazon.com—being a B2B company doesn't change what they expect.

So, when you are trying to figure out how to improve your B2B experience, look to B2C for your inspiration, because they probably got there first. Which of these things wouldn't improve your website?

  • Providing customers the choice of buying online or offline

  • Making products easy to return

  • Providing chat or phone support for those unable to understand your website

Now, not all of these things are affordable for you, but you might be able to do something better than you are doing now. Don't believe me that your customers want what they get as consumers? Take a look at the history of B2B experiences:

  • It wasn't long ago that most B2B companies did not accept credit cards; they required credit checks and paper billing at the end of each month.

  • B2B sites didn't offer any form of sign-in or other means of personalization, but now several do.

  • B2B sites never posted ratings and reviews, but now a number of them do.

If you expect that B2B user experiences will remain wholly unaffected by B2C experience improvements, you haven't been paying attention to what's been happening. Your cheapest market research on what's next in your business might be to look at businesses that you aren't in.

Image via Shutterstock

About the Author

Mike Moran
Mike Moran is a veteran digital marketing and technology consultant who serves as a Senior Strategist for Converseon, a leading digital marketing agency based in New York.   Mike writes for the Biznology® blog, as well as a regular column for Search Engine Guide.
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