Chris’ Insights:

  • B2B Marketing priorities vary by company size (large enterprise = repeat business; SMB = lead gen; mid-market = both) and by industry (high-tech vs. manufacturing)
  • On average, 85% of visitors to a B2B company site have zero chance of doing business with that company. So, B2B Marketers should focus data analysis and program optimization on what their customers (including legitimate prospects) are doing, not what the total audience is doing.
  • On average, 90% of visitors from a given vertical (eg. healthcare) to a B2B company site do not find content on that site that is tailored to their vertical. So, B2B Marketers should customize the site experience to surface the right content for visitors.