3 Reasons B2B Buyers Visit Your Site But Don't Call

Did you know that by the time a B2B buyer contacts you, they’ve already gotten 60% of the way through their decision process, or more? They’re doing research all by themselves, without consulting you in the early and mid-stages.

In the olden days, B2B brands controlled the information and their brand message. Buyers had little choice but to pick up the phone or have a rep visit them so they can determine the best solutions for their problems. That allowed for relationships and bonds to form in the discovery phase.

Today, the tables have turned, and buyers do most of their discovery and research solo - using things like your website, articles about you, and your LinkedIn account to glean as much information as they can on their own. But there’s a big problem with this scenario.

Marketing Engine - Technical B2B Marketing Guide

The typical B2B experience is boring, outdated, and lacking in the information they want. Typical articles are little more than self-aggrandizing press releases written by the companies themselves. And the typical B2B LinkedIn profiIe looks like it was created as an afterthought, with no value or purpose.

The thinking is, give them just enough info so they know you exist, but they have to call to get the real juicy stuff.

That just annoys people.

It may seem counter-intuitive, but if you provided the information and experience they wanted, they would be more inclined to contact your sales team.

Your prospects are doing the research to find the solutions they need, all the while making mental notes of the possible contenders for their business. It's not enough to be the better choice, and hope you get the chance to prove it. You have to make them see it and feel it on their own.

Here are the three main reasons they’re probably NOT feeling it.

1. You're not exciting them

By the time they reach your site, they've already read a dozen other sites written with the exact same hyperbole. Imagine the impression you’d make on a buyer who's already looked at - and forgotten - a handful of your competitors, if your website provided information that was less about you, and more about the solutions to their problems. They’d probably remember that.

2. You’re not engaging them

Their website visit is just the first step. Most B2B buyers will visit a website once, read a bit, and leave without any fanfare. With a bit of effort and ingenuity, you can engage with your visitors so they subscribe, opt-in, or download a report. In other words, they identify themselves and give you permission to remain in contact with them, IF you offer something of high value in return.

3. You’re not nurturing them

Obviously there are already contacts and prospects that you’ve identified, and may have even worked with in the past. But none of that guarantees they’ll choose you next time, or any time. The work continues to keep them engaged over time, and nurture this relationship from person-of-interest to client or customer. Most companies use their website as a passive reference tool. But when you map out a customer journey from first visit to ongoing content, you have a pro-active tool that continually creates leads and clients.

At Fuelblue, I’m working with technical B2B companies like yours to accomplish that, and make sure you can get over these hurdles with ease. It takes effort, and it takes thought. But I invite you to contact me to discuss how we can do that together.