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 info@neton.com.au

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 info@neton.com.au. We love constructive criticism.

Download Whitepaper





Related posts ...
The average B2B marketing sales cycle today is 22% longer than five years ago in
Email still sits as the most important communication and marketing channel for Marketers. According to
Straight off the Gmail Blog, Gmail now shows images by default. While previously all images
We have just rolled out the Facebook Store for HD Adventures that connects directly to

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.

Web

Related posts ...
We have finally put years of successful B2B strategy, campaigns and execution that we have
Email still sits as the most important communication and marketing channel for Marketers. According to
Straight off the Gmail Blog, Gmail now shows images by default. While previously all images

Infographic: Top modern marketer’s agenda are email and speed

Email still sits as the most important communication and marketing channel for Marketers. According to the following infographic by Oracle and Eloqua, email still sits as the most important digital marketing activity for most Modern Marketers at 58%. How can we leverage email more? Rich content strategies such as white papers and webcasts, marketing automation, speed and relevance are the key factors in using your email marketing channel more successfully. From a skills perspective, creative skills and knowledge of marketing technology are of the greatest importance.

 

Related posts ...
The average B2B marketing sales cycle today is 22% longer than five years ago in
Straight off the Gmail Blog, Gmail now shows images by default. While previously all images
Videos in Emails Videos have never been fully supported in emails. Email design in general
Are you using netON Email Platform or DzineClub’s Email Marketing Platform? Here is how to

Gmail now shows images by default and how this affects your email marketing

Straight off the Gmail Blog, Gmail now shows images by default. While previously all images were hidden by default and you would have had to click on View Pictures to see the image, now all images are displayed by default.

This is great news for email marketing and lead tracking emails which had a high inaccuracy rate.

Why block images in Email

About 10 years ago, when spam exploded, images were being used to track user activity and also pass malicious code into the users computer or mobile device. Based on this, every email client (desktop) and online started blocking all images on emails by default. Only if you added a sender to the safe list, the images will be displayed by default.

How do Email Opens get tracked

Emails are tracked by putting a 1×1 pixel image in the email. This image keeps individual user information for each email mostly a combination of user ID and the email ID.  When the image gets requested from the server,

Results of blocking images on Email Marketing

Blocking images by default created a wave of change on email marketing –

  • marketers started putting text on the preview pane before the main image,
  • using ALT tags on images
  • and asking users to add them to the safe list to automatically showed images.

This also generated a high inaccuracy level in email marketing reports. Overall if you were looking at open rates for a campaign, you’d assume that the open rates were higher than what was being reported as some users would have read the email without enabling the images.

Results of blocking images on Lead Tracking and Marketing Automation

Blocking images also created a huge issue for B2B sales teams because it was hard to tell if lead emails got opened by the target user. If you were sending out an email to a lead with a proposal and following up on the phone call, your reports would most likely only be 50% accurate, which puts you at a very unsure position.

The new way Gmail is handling images

There is however a small caveat, the images are not pulled from the default server, it is now cached in Google’s servers where it is checked before getting displayed.

Here is a little blurb from the blog

Have you ever wondered why Gmail asks you before showing images in emails? We did this to protect you from unknown senders who might try to use images to compromise the security of your computer or mobile device.

But thanks to new improvements in how Gmail handles images, you’ll soon see all images displayed in your messages automatically across desktop, iOS and Android. Instead of serving images directly from their original external host servers, Gmail will now serve all images through Google’s own secure proxy servers.

This affects a number of technologies and being used in the B2B and B2C space specially email marketing and lead tracking which we will go in depth in a second.

How this affects Email Marketing and Marketing Automation

Gmail being the most popular online email client, this is very welcome news to Marketers. This means

  • more accurate unique open reporting
  • better email designs (more flexibility on text/image placement)
  • Ability to send out fully image based emails
  • less accurate most active/opens reporting (because the images are cached)

B2B is probably a bigger winner as it means very accurate lead email tracking on gmail, google apps emails.

Finally, Should you change your email designs/processes

  • yes if most of your users are on gmail and you are getting proper device reporting that most of it is getting opened in androids
  • no if your list is a mix of all different clients and emails

Our recommendation is to break down your emails into gmail and non-gmail lists and segment and send emails accordingly.  Need some email marketing tools, please view information on  NetON Email for B2C and Sello for B2B Lead Tracking.

Related posts ...
The average B2B marketing sales cycle today is 22% longer than five years ago in
Email still sits as the most important communication and marketing channel for Marketers. According to
Videos in Emails Videos have never been fully supported in emails. Email design in general
Are you using netON Email Platform or DzineClub’s Email Marketing Platform? Here is how to