Best Practice Report

B2B Websites Still Fail Our Customer Engagement Test

Don’t Take A Pass On Empathy Or You’ll Fail Too

June 21st, 2019
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Meredith Cain, null
Meredith Cain
With contributors:
Caroline Robertson , Jacob Basseches , Kara Hartig

Summary

Corporate website content initiates or advances business opportunities when it demonstrates a deep understanding of customers and their issues. Unfortunately, most B2B marketers still struggle to produce empathetic content that compels visitors to read further or take action. In our evaluation of 60 websites across 12 industries, nearly every website scored poorly. B2B marketing professionals should read this report to learn how to make website content more interesting, engaging, and empathetic to buyers.

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