B2B Marketing Blog

Experts predict that 5 percent of direct-to-consumer Web advertising will come from the pharmaceutical sector, an industry known to be on marketing’s leading edge. Yet a quick survey of pharma sites shows many companies still far behind. Is it any surprise then that many B2B companies – a collective not particularly known as early adopters – are still stuck in Web 1.0? That needs to change.

Today’s business buyers expect more from B2B Web sites. From their experiences with consumer sites, they now expect continually fresh content and the chance to interact with suppliers via their sites. Smart B2B marketers have made big changes to their Web sites to build their brand and give buyers valuable and varied information – fast. Videos make product offerings more attractive, podcasts share thought leadership, blogs put a human face on the company, and business networks help form communities in niche markets and keep them connected.

Business buying no longer starts with sales reps – it starts with your Web site. You only get one chance to make a good impression on buyers to get the relationship off to a good start. Otherswise, they’ll find what they need from your competitors.

This entry was posted on Wednesday, November 14th, 2007 at 1:23 pm and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.