B2B websites - help your fans help you!
This is a great article to help companies focus their attention on what B2B websites should be aiming to achieve. In short, Jakob Nielsen in B2B: Help Your Fans Convince Their Bosses has identified three 'big' goals and they include:
Survive the screening process - help your target audience get through the search engines, be attracted to the home page and offer the right content.
Support your advocates - give them the tools they require to convince their peers and superiors
Build a reputation for being easy to do business with - this includes post-sales support.
The logic behind the approach that he advocates is this: if you do the homework for your target market, they can win over their peers and bosses and hopefully select your company from the others.
As Jakob Nielsen says,
Advocacy kits are rare on current B2B sites, but they're a great way to leverage the Internet's one-to-one ability to reach directly inside a customer company and connect with people who are eager to help you close the deal.
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Posted by: Josanne Chantal | September 23, 2004 at 08:28 AM
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Posted by: Christine Marie | October 18, 2004 at 07:45 AM