Best Practice Report

Rethinking Web Conversion Optimization For Demand Marketing

November 3rd, 2019
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
With contributors:
Rani Salehi , Renee Irion , Laura Cross

Summary

B2B buyers’ journeys are not static or absolute; all buyers determine meaning and relevance on the basis of their needs, interests, and historical interactions and content consumed. Demand marketers must support a fluid, dynamic buyer’s journey, with the ability to change and adapt in response to buying signals captured and new insights into the needs of a buying group and interaction preferences of its individual members. This report explores the B2B website as not only a delivery mechanism in the tactic mix, but also as a strategic asset for better understanding buyers and using those insights to optimize messaging and tactics on and off the website.

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