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.