For most of my childhood I was certain that flying cars (or at least personal jetpacks) would be a common part of everyday life by the time I was an adult. To this day I often feel a twinge of disappointment when I see my car sitting like a lump on the ground with its horribly old fashioned tires.
I feel similar disappointment each time I see a B2B website sitting there like a lump spouting platitudes about how great its products are, and hoping some poor visitor will fill out its annoyingly long forms.
For many years I thought that seeing a B2B website optimized for demand creation was as unlikely as seeing a flying car. If we could, we’d develop rich content libraries aligned with the needs of our buyers in specific buying cycle stages and dynamically deliver that content to targeted visitors based on the origin of their visit, their behavior and their profile data. We’d create rules and algorithms for activity-based triggers that would automatically launch timely offers with the right message to the right visitor at the right time. We’d monitor, test, tweak and always improve. We’d build lead scoring models based on not just profile data, but on activity, recency and frequency. We would convert unknown visitors to highly qualified leads, and deliver them seamlessly and continuously to our grateful and admiring friends in sales.
Yes, we have the vision, but we’ve lacked the technology. Occasionally, the very brave among us dared to voice our web optimization dreams and humbly asked our IT colleagues to build the tools and technology to enable our demand creation dreams. Some tried, but most failed. That is, until recently. A convergence of critical factors has begun to finally make true B2B website conversion optimization a reality. These factors are:
The combination of these three factors has led to a renewed focus on making corporate websites the true center of demand creation efforts and many are experiencing unprecedented success. How is your website performing?
Jay Gaines is Chief Marketing Officer and Research Fellow at SiriusDecisions. His experience includes team building and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, business development, product development and management, interactive marketing/advertising, inbound marketing and social media. Follow Jay on Twitter @izjay.