We’re all gathered at the MarketingProfs B2B Marketing Forum 2008 in Boston where it’s nearly 90 degrees today! The morning kicked off with a great intro by Roy Young and Ann Handley and tons of inspiring presentations. I attended the B2B Web Design: Delivering on the Vision of Lead Generation helmed by Doug Lenos, VP Biz Intel and Erin Fagan, director, Marcom Programs for Teradata.
Great takeaways from this panel included:
“Web re-design consists of more than a face lift or a shuffling of content.”
“Grab and go” content on your web site is very well-received and empowers the influencers.
Always keep in mind why your B2B web site exists:
1. To service your existing customers and solve their problems.
2. To show prospective customers you can service their needs.
On your site itself make sure your navigation is aimed at creating response, not browsing, and that your copy is expert in tone.
Lenos and Fagan both touched on how important it is to create a site that gives visitors opportunities to stay engaged. Another key insight in terms of search traffic is to direct search traffic to the section of the web site that best addresses the searchers need, which might not necessarily be the home page.
Doug will also be posting more key insights on his blog during the conference.
Related posts:
- MarketingProfs B2B Forum Ramp Up: What I Have Learned About B2B Marketing
- MarketingProfs B2B Forum: Secrets and Lies — What’s Really Working in B2B Creative
- MarketingProfs B2B Ramp Up: Making Your Website Sticky For The Future
- People Who Need People
- MarketingProfs B2B Forum: LinkedIn, Facebook, Twitter and More
Although I am not currently with you, I will be tomorrow. I invite all to attend tomorrow’s afternoon panel moderated by Paul Dunay called, “Is Social Media more difficult in B2B than B2C?” As a panelist, I look forward to the discussion and the questions and comments.
Hi Nettie.. I will have my first detailed breakout of the presentation on my blog this Monday. Thanks for attending and commenting.
I do have additional thoughts on directing traffic to non-home page content on the blog.
I invite everyone to feel free to read it, comment and add your own 2c.
Doug
BRC Marketing
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