A brand’s website is a critical component of the B2B buyer experience. Although brand sites are just one of many channels B2B buyers use to research independently online, they are the most frequently used digital channels along the entire B2B buying journey.
B2B buyers spend 27% of their time researching independently online, outpacing the time spent meeting with potential suppliers, researching independently offline and even the time meeting with internal stakeholders. Despite this critical role, the majority of B2B brands currently deliver inconsistent site experiences relative to customer expectations.
Analysis of 87 B2B manufacturing brand sites tracked and scored as part of Gartner L2’s 2019 B2B Manufacturing Digital IQ illustrates three key areas where companies need to improve: site navigation, digital merchandising and tactical guided selling support. B2B brands also struggle with implementing table stakes practices around cookie usage and privacy notifications. Given the increasing customer attention on digital privacy—as well as recent legislation like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act—brands must ensure that they clearly communicate their data collection policies, especially on their websites.