When it comes to create a website the most challenging part can be to define the website’s information architecture. This task is not connected to programming, web site development… these activities will come later and will be adjusted according to the content structure we have designed.

It means to put the right information in the right place of the website in order to assure visitors:

  • an easy navigation,
  • a full understanding of our services
  • a reason to interact with us.

This activity includes copywriting, websites mockup, navigation funnel..

There is a technical term which can express part of this job: UX, User Experience, a positive experience for the user visiting our sites.

This activity is crucial not only for B2B websites but for any kind of website we want to create. B2B businesses are sometimes more complicated and less versatile for online interaction. Besides sometimes B2B talk to different audience segments. That’s why this activity could require more effort on a B2B web marketing side.

The main difference between B2C and B2B web marketing strategy is related to the audience of these two businesses.

Why B2B Web Marketing Strategy must be different from B2C

The B2C targets personas and aims to turn then into customer personas. For example, an eCommerce website selling stuff for children could be interested in reaching mums who value quality and convenience.

A B2B Web Marketing Strategy must think about its buyer personas in a bit different way. In a B2B context, buyer personas are represented by the buyers who make purchasing decisions for companies or can have an impact in that decision.

In the B2B buyer personas can include many different segment audiences and goals like:

  • Companies/Industries
  • Job Roles – who are the different responsible of the purchase decision? who are the people who are going to use our product?
  • Brands: are we targeting business using a specific brand?
  • Business Goals: are we targeting businesses with specific goals?
  • Business Challenges: are we targeting businesses with specific challenges, problems, pain points in achieving their business goals?

B2B Buyer Persona is not just the Entrepreneur or the C-Level

According to a Google Study, a B2B Web marketing strategy should not be oriented just to a C-Level. Employes and not-C-Level can play an important role as well in the B2B purchasing decision.

Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

B2Bs should create their website and their with those different personas in mind.

These personas can play different roles in all the purchase funnel: from the decision to the purchase and to the after-sales phase (customer service and support) which should not be forgotten.

That’s why for a B2B it is crucial do design a website and a communication strategy keeping in mind all these different personas and creating valuable content and messages for all the different audience segments.

For example: if we sell a software for construction companies we can create a high level communication for managers and a technical tutorial for the engineers (employees) who will use the software. We can also create an active interaction with them – asking for feedback about our software or for a live demo to be published on our website for example.

They can be our main influencer and drive the decision then taken at C-level.