Forrester evaluated 60 B2B websites across 12 industries and found nearly all scored poorly because they fail to engage and produce content that buyers find compelling.
Industries ranged from HR, security software, marketing automation and even medical products, and findings reveal that not one industry average passed Forrester’s test. This is largely because the content focused only on companies’ capabilities rather than their customers’ needs.
Until B2B firms take an outside-in approach, website content will not improve. But all hope is not lost: According to Forrester’s Laura Ramos, there are three empathetic practices B2B marketers can take to improve content engagement: Creating content with a human voice; Addressing customers’ business concerns and industry issues; and give buyers a more interactive and engaging experience
Read this blog post for more information.