Best Practice Report

Enabling B2B Buyers Through Your Website

Best practices for transforming your company’s most impactful digital experience

January 27th, 2021
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst

Summary

Our research consistently shows that B2B buyers find the provider’s website to be one of the most impactful, self-guided interactions throughout the buying decision process. At the same time, the research also shows that the majority of B2B website experiences are no longer meeting buyers’ expectations and fail to engage visitors. Organizations must rapidly shift strategies and tactics to enable modern buyers. In this report, we describe a thoughtful approach for redesigning the website experience to meet changing buyer and customer needs and achieve business outcomes.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.