With the purchasing process in the B2B industry becoming increasingly complex, marketers need to find new ways to make positive impressions on potential customers before they interact with a sales person. And while content on company web sites helps to guide prospects through the buying cycle, many B2B web sites are unable to provide personalized content relevant to the potential buyer’s needs.
This white paper covers various ways to shift your web site to the center of the B2B buying cycle, including:
- How measuring account-based analytics can drive conversions and results;
- What technology can help guide web site visitors to the content they desire; and
- How industry-specific content can help target the high-value prospects.