B2B marketers should offer more value-added engaging content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2019, 6:53 AM UTC

44% of B2B buyers expect to do more than work-related purchasing online in the next three years.

This article cites a Forrester report stating that only four websites received a passing grade in an assessment done by the marketing research firm. The report shows a drop from 2017’s assessment where six sites passed the test. Forrester studied 60 B2B websites across 12 industries.

Human resources, manufacturing and security software were the top performing industries because they offered value-added content, which visitors found engaging and empathetic. Due to a lack of peer interactions and substantial case studies, sectors like investment, semiconductors and medical product firms were the worst-faring.

Along with promotional messages, brands should offer content that helps the consumer solve real-life problems. Forrester suggests that marketers should share customer success stories as 68% of business and IT decision makers consider industry-specific peer-focused content while making decisions.

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