Top 10 Essentials for your B2B Website

Looking for a resource to making sure your B2B website is setup for success.. It’s finally here!

Do you have a B2B website but don’t have a business?

Your B2B website is the central hub for all your business activities. Your B2B website should work for you. It should attract relevant prospects and convert prospects to leads. Those are the basics of what you would expect your B2B website to do. If you follow the guide below, it will not only do that; It will also track leads and send them to your sales team when they are sales ready by itself. Follow our guide below to make sure that your site is working for you.

NetON’s Top 10 Essentials for a B2B Website

This is a NetON Top Tips white paper written by Suman Dahal, Director at NetON. Suman has worked at some of the top Email Marketing, Marketing Automation and Optimisation companies around the world. He has over 10 years experience in all things B2B. He will be helping you make sure that you have put all the technology in place to make your B2B website a success.

The whitepaper will cover all the groundwork of a B2B website including

  • Making sure you have ticked all the checkboxes with your B2B Marketing website
  • Making sure your B2B website generates leads and gives them an opportunity to reach out to you
  • Making sure that your B2B website converts its visitors to leads
  • Making sure that its easy for you to send leads generated through your B2B website to your sales team
  • Making sure that you can track your success and improve your procedures based on data

Completed all the items on this whitepaper?

Stay tuned for our advanced tips for B2B websites.
This follow-up whitepaper will cover the advanced techniques for your B2B website.

How do you implement these changes?

We are platform agnostic. So this whitepaper mentions what things to do but it doesn’t mention what platforms to use. If you want to know what platforms to use for any of the tips we have provided, please reach out to us at

NetON’s marketing and business whitepapers

We create our whitepapers with you in mind. Our whitepapers are easy to read in all devices, both desktops and mobiles. We also make sure they are action orientated, rather than lots and lots of text, so there is an action plan against each item. Our aim is to create whitepapers that are on point, that you can follow and put it in action.

If you think we can improve our whitepapers, please let us know how at We love constructive criticism.

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How to setup and Synchronize ZOHO with Outlook

Setting up ZOHO for Outlook – Download plugin

  • Please login to your ZOHO Crm and go under Setup (top right)
  • Click on Apps & Add-ons
  • Click on third tab Other Apps
  • Select Plug-in for Microsoft Outlook
  • ‘Choose your Microsoft Outlook Version’
  • Select – Microsoft outlook 2010 & 2013 32 bit (or whatever version of outlook you have )
  • Download and Install the plug-in

Setting up ZOHO for Outlook – Sign in and Syncrhonize

Once you have downloaded and installed the plug-in, it will sit under Add-Ins in Outlooks Ribbon, click on it and select ZOHO CRM > Sign In.

Once you have signed in, a pop-up will show up which allows you to synchronize your contacts, tasks, calendar and emails.

Warning: If you would like to manually sync your contacts/emails please don’t do the steps underneath. The steps underneath will synchronize all of your data automatically, so if you have personal emails they will be synced as well to your CRM. Please skip to “Manually Sync data to ZOHO CRM at the bottom of this article” to manually sync data.

ZOHO for Outlook – Synchronize Contacts:

To sync contacts,

  • first please select the contact folder by clicking on the browse button and select Contacts (This computer only)
  • Select which categories of contacts you would like to sync
  • Select if you would like to Automatically sync the changes made to contacts
  • Select if you would like to sync all contacts or just contacts owned by you

Click on save

ZOHO for Outlook – Synchronize Tasks:

To sync tasks,

  • first please select the tasks folder by clicking on the browse button and select Tasks (This computer only)
  • Select which categories of tasks you would like to sync
  • Select if you would like to Automatically sync the changes made to tasks
  • Select if you would like to sync all tasks or just tasks owned by you

Click on save

ZOHO for Outlook – Synchronize Calendar:

To sync events,

  • first please select the Calendar folder by clicking on the browse button and select Calendar(This computer only)
  • Select which categories of events you would like to sync
  • Select if you would like to Automatically sync the changes made to events in your calendar
  • Select if you would like to sync all events or just events owned by you

Click on save

ZOHO for Outlook – Synchronize Emails:

To sync Emails,

  • first please select the Sent Items folder by clicking on the browse button and select Sent Items
  • If you would like to auto sync all your sent emails in the future tick the box that says “Automatically add outgoing emails to ZOHO CRM”
  • Select “Search the recipients email address in contacts and associate the email to matching contacts(s)”. Make sure you tick this box to ensure that there are no duplicates
  • Select “If there are no matching contacts, then Search the recipients email address in leads and associate the sent email to the matching lead(s).” Make sure you tick this box as well to ensure there are no duplicates.
  • Select whether you would like to create a new Lead or a Contact (My preference is Contact because you are already communicating with this Contact).

Click on save

Once you have done all these steps, the ZOHO contact plugin will automatically synchronise all your outlook data moving forward.

Manually Sync data to ZOHO CRM

To manually Syncrhonize data to ZOHO CRM, on the settings popup, please select cancel to all. This will close the settings pop-up.

Manually Sync Email to ZOHO CRM:

Select Email you would like to Sync in Outlook.
Click on Add Email under ZOHO CRM.
Once you have added it to ZOHO, a bar will show up under the contact saying “added to Zoho”.

You can also select an email and assign it to a different email address by picking Search and Add Email.

Add Case in ZOHO CRM from Outlook

If there is an issue or a complaint from a customer or a request, it might be easier to create a case in ZOHO CRM to handle it better. To do that select the email and click on add case.

When you click add case, a pop-up will come up asking for you to search for the contact to assign it to. Search for the contact, select it and then select status and click on add to add the case in ZOHO CRM.

Optimising Landing Pages with Analytics, heatmaps, mouse trails and A/B testing

Every business has a website, every business has microsites and landing pages. If you have a business, that is focused online,  most likely you have got heaps of these customer landing pages.  Also most likely money is being spent on building these pages, Search Engine Optimisation, Pay per clicks (PPC) and Social Media Marketing(SMM) to drive leads and customers to these landing pages.

One could argue that these are the most important online assets for any company. However the way businesses usually go about building and running these pages are not targeted to optimum conversion. Most likely the pages gets briefed first, goes to a designer, gets approved, Search Engine Optimisation, PPC and SMM get added at the end, to drive users to these assets.

There is usually minimal check up on these pages at the start, you then look at reports every few weeks, let the campaign run, collate full reports at the end of the campaign and compare that with other campaigns.  You probably look at overall clicks, form fill-outs or purchases, but not necessary user behaviour. The only time you may go back and change these pages is if the metrics were really different (read as bad different) from any other times for example if you are getting no conversion, bounce rates are unusually high etc.

While this works for most marketers, and is an industry standard, you are still not optimising your page to the full extent. As a marketer, you should be always trying to get the highest conversion on all of your assets right from the start of the campaign.  A 10% conversion on a page compared to a 5% conversion is twice the revenue for the duration of that campaign.

As such, at NetON we are happy to introduce a range of tools, that allows you to test your landing pages, get deeper insights into your conversion and study user behaviour on a much concentrated level. Using these, you are almost guaranteed to squeeze higher conversion from all of your digital landing pages.

NetON Analytics:

NetON Analytics allows you to get an in-depth understanding of user behaviour for each visitor on your site. You can view when person x comes from Google using keyword y, they go to pages a, b and c before filling out a form.  Usually we don’t look at this level of analytics but at the start of any campaign, we recommend that you at least look at a bunch of visitors page by page movements.

NetON heatmaps:

This is a new tool that we have just introduced, this gives you heat map information on your pages, mouse trail information, clicks on pages and scroll depth on your landing pages. Now you really know how many visitors go to the very bottom and look at that fantastic footer that you have crafted.

NetON heatmaps is available for all clients now and more information about the product is coming soon.

A/B Testing:

Finally the last thing you want to do is A/B test your site. We can strategise and create A/B  testing scenarios for you based on your content. Alternatively you can use our landing page platform to build pages yourself and run your own experiments. Does $10 off work better than 20% off on your product.  You can test all scenarios to make sure that you are using the right components that give you the highest return on your investment in you page.

Sales Proposal effectiveness Infographic

The average B2B marketing sales cycle today is 22% longer than five years ago in 2008. The infographic below shows the study on current proposal management, practices in 76 business to business sales organisations, surveying top performing companies for the 3 months of May to July 2013. To improve your sales proposal process, view the most important investments in the graphic below.


Announcing the NetON B2B Engine

We have finally put years of successful B2B strategy, campaigns and execution that we have rolled out for a number of clients into a proper framework. We understand that as B2B company of 2013, Marketing budgets are tight, there are bigger expectations, more pressure, more platforms and less and less resources around the office. As such our engine helps you do more in less, generate higher quality leads and work off one single platform.

Our Services fit into most areas of your Conversion Funnel. Here is where we help you with more leads, more conversion and more retention.

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