Us poor B2B marketers…the top three things buyers look for in a product aren’t under our direct control…price, service, quality. We can add sizzle to these, but ultimately, the buyer will discern the truth.
So what is our #1 marketing tool? Amazingly it is something we’ve only had for ten years…our websites. Results of a user survey by ThomasNet were summed this way:
“Of course, competitive pricing, good customer service and high quality are a given, but the next single most important thing buyers mentioned is a detailed, user-friendly Web site. “
The article has lots of other handy tidbits from the survey:
Comments by users like this:
“Provide enough information within their Web site for me to make an educated decision-? comparative product details, listed prices, and list of distributors that I can purchase from if they don’t sell direct.”
This factual gem:
36% of the time users will seek out new suppliers for a new purchase.
Look at the top two of ’10 Things Buyers Look For In a New Supplier’
1. Easy-to-navigate Web sites with accurate, detailed product and pricing information
2. Companies that are easy to find and have a strong Web presence
This shouldn’t really be news to us B2B marketers…but after ten years, we may have grown complacent about our websites. From the details of this survey, I say our target audience has become even more discerning and faster to pass on poor (to them) websites. We can’t become complacent!
Read more: It’s Not Who You Know. It’s Who Knows You
Dave,Thank you for the blog. It is very insightful. I found your site through a search result on Google that showed an entry you had written a few years back: < HREF="http://www.b2blog.com/2002/08/supplier-respondsgot-email-from.htm" REL="nofollow"> http://www.b2blog.com/2002/08/supplier-respondsgot-email-from.htm <>Related to your entry today and that old one, here is something I found that I thought you and your readers might also find beneficial:< HREF="http://www.seoconsultants.com/marketing/industrial/" REL="nofollow">http://www.seoconsultants.com/marketing/industrial/ <>. It compares in summary the pros and cons of the major verticle industrial engines (GlobalSpec, ThomasNet, KellySearch, and many others).Similar to you, I am a marketing manager for a small B2B industrial components manufacturing company, located just outside of Chicago. I am currently evaluating industrial search engines for positioning our products, and as you can imagine there is much information to wade through. Only additions I would make to Mark’s article are to include DirectIndustry.com and Alibaba.com to the lists. We advertise on DirectIndustry to promote our products, mostly for our European market — Have had luke warm response here in the states but our sales guys in Europe like it in large part because our catalog of stuff gets presented in multiple languages. I have not really looking into Alibaba yet though too think it is more geared for non-US markets.The insight of your blog has really helped. Keep it going please!Thanks,Robert J.
. It compares in summary the pros and cons of the major verticle industrial engines (GlobalSpec, ThomasNet, KellySearch, and many others).Similar to you, I am a marketing manager for a small B2B industrial components manufacturing company, located just outside of Chicago. I am currently evaluating industrial search engines for positioning our products, and as you can imagine there is much information to wade through. Only additions I would make to Mark’s article are to include DirectIndustry.com and Alibaba.com to the lists. We advertise on DirectIndustry to promote our products, mostly for our European market — Have had luke warm response here in the states but our sales guys in Europe like it in large part because our catalog of stuff gets presented in multiple languages. I have not really looking into Alibaba yet though too think it is more geared for non-US markets.The insight of your blog has really helped. Keep it going please!Thanks,Robert J.
this makes me want to rethink everything.
this makes me want to rethink everything.
Robert–great to have you on board as a reader, and not to far away from me in Michigan! I’ll have to blog about that SEO article.I sell specialized capital equipment and have the luxury of concentrating on North America, so directindustry and alibaba aren’t attractive to me. They are interesting, tho.Larry–Can I really get you to rethink *everything*? 😉 For your type of business, I wouldn’t think this applies nearly as much.
Robert–great to have you on board as a reader, and not to far away from me in Michigan! I’ll have to blog about that SEO article.I sell specialized capital equipment and have the luxury of concentrating on North America, so directindustry and alibaba aren’t attractive to me. They are interesting, tho.Larry–Can I really get you to rethink *everything*? 😉 For your type of business, I wouldn’t think this applies nearly as much.
Hey Dave — another great article. I just referenced you and recommended your blog to our readers again. Hope they all sign up!
Hey Dave — another great article. I just referenced you and recommended your blog to our readers again. Hope they all sign up!
Thanks Nancy. Your blog is growing quickly, according to Bloglines. And it deserves the attention.
Thanks Nancy. Your blog is growing quickly, according to Bloglines. And it deserves the attention.
We advertise on DirectIndustry to promote our products, mostly for our European market — Have had luke warm response here in the states but our sales guys in Europe like it in large part because our catalog of stuff gets presented in multiple languages.
We advertise on DirectIndustry to promote our products, mostly for our European market — Have had luke warm response here in the states but our sales guys in Europe like it in large part because our catalog of stuff gets presented in multiple languages.
Dave,A very intersting article. In fact, we recently conducted a < HREF="http://www.b2binternational.com/b2b-blog/2006/05/18/advertising-for-smes/" REL="nofollow">survey amongst SMEs<> in the UK and found simliar findings. Corporate websites have become the most important means of promotion for all businesses – a fraction of the cost of other types of marketing, yet with an infinite audience. 90% of all SMEs in the UK have a corporate website – which amounts to around 4 million websites for SMEs alone!
in the UK and found simliar findings. Corporate websites have become the most important means of promotion for all businesses – a fraction of the cost of other types of marketing, yet with an infinite audience. 90% of all SMEs in the UK have a corporate website – which amounts to around 4 million websites for SMEs alone!
Dave,Could you please tell me how SMEs (small and medium sized enterprises) of developing countries can increase their export or get new customers through B2B e-commerce? This answer will help me a lot.Look forward to hearing from you at your earliest convenience. Best regards-Salman
Dave,Could you please tell me how SMEs (small and medium sized enterprises) of developing countries can increase their export or get new customers through B2B e-commerce? This answer will help me a lot.Look forward to hearing from you at your earliest convenience. Best regards-Salman