Gartner Research

Website Content Audit to Help B2B Customers Buy (National Instruments)

Published: 19 February 2019

ID: G00705739

Analyst(s): Marketing Research Team

Summary

Over 80% of B2B buyers access a supplier website to inform their purchase decision. This case study describes how marketing leaders at National Instruments Corporation developed a customer-centric website content management system to guide customer buying behaviors.

Table Of Contents

Overview

Solution Highlights

Challenge

Solution

Customer-Optimized Web Structure

Quality Control Filters

Filter 1: Content Portfolio Quality Scorecard

Filter 2: Content Inclusion Decision Tree

Results

Recommendations

Implementation Tools

About This Research

Recommended by the Authors

Presentation Deck

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