B2B website visitors and B2B marketers have different opinions on which characteristics and content formats are most important on marketing sites. According to a recent research conducted by Orbit Media Studios and Ascend2, visitors and marketers agree on the importance of some key B2B site characteristics, such as answers to questions, easy navigation, and expert advice/insights. However, marketers value social proof and a compelling brand story more than site visitors do.
The survey also found that B2B website visitors are more likely than B2B marketers to say search boxes and live chat/chatbots are valuable site features. Similarly, visitors are more likely to say reviews and testimonials are valuable content formats, while marketers are more likely to say how-to articles and blog posts are important content formats.
The survey was conducted in March and April 2021 among 236 B2B website visitors and 193 B2B marketers. The findings can help marketers better understand the needs of their customers and create content that resonates with them.
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B2B Websites: What Visitors Value vs. What Marketers Value
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