So I’ve been sort of delving into the world of business-to-business marketing and behavior at work and it’s been an interesting ride so far. I haven’t been able to do any deep research on the subject yet, largely due to what seems like a lack of good, solid business to business resources online.
I did realize that many enterprises which cater primarily (if not only) to business clients apparently have poor functionality on their websites. While it is true that many b2b deals aren’t likely to be settled via mouseclick, it would seem lazy to use this as an excuse to neglect one’s web presence. Businesses should explore ways to involve their clients with the company’s websites. After all, if you give your customer reasons to come back to your site, it will increase the likelihood of your company being the first to come to mind when they have a need that you can meet.