In today’s fast-paced B2B tech environment, many marketing teams overlook the true power of the website—its utility in driving business success. As discussed with the CEO of eight25, "Your website is the hub of everything marketing does," yet too often, it’s misaligned with broader business goals. Design, content, and branding may dominate the conversation, but the real question is: How does your website directly support your GTM strategy? Without alignment, you risk unqualified leads, friction in the sales process, and missed revenue opportunities. In 2025, marketing's job isn't just to generate leads—it's to generate understanding across the business. Ready to optimize your website's utility? Watch the video for actionable insights. Steve Armenti | Rey Fernando | #B2BMarketing #MarketingStrategy #GTM #WebsiteOptimization #RevenueGrowth #SalesAlignment #MarketingLeadership #Activate_ms
I spoke to the CEO of eight25 who told me “Your website is the hub of everything marketing does. Yet most marketing teams don't understand the true utility the website serves.” 🤯 Here’s why utility is important. The problem today is misalignment between website goals and business objectives. Marketing teams get caught up in design, content, and brand without asking the fundamental question: What's the true utility of the website within our GTM motion? Your marketing team may optimize for brand, while the business needs additional revenue from existing customers. Another marketing team may focus on net-new logos while the business prioritizes expansion. The website becomes disconnected from the actual business strategy. What happens when this misalignment exists? — "Qualified" leads don't actually understand your core value proposition before talking to sales — The lack of qualification up front leads to friction in the sales process — Many prospects have the "aha moment" after the sales team spends significant time with them You leave revenue on the table. The reality is it’s marketing’s job to align with sales and the GTM on the utility of the website. Here's a few tips I learned after deep-diving into this topic with Rey Fernando: 1. Map every marketing, sales, and CS activity, and then think about all the ways that they touch your website 2. Document your last 25 closed-won deals and how they actually used your website (use 6sense to see activity of prospect pre-and post form fill) 3. Listen to sales calls to understand when prospects have their "lightbulb moment" 4. Define revenue goals and growth initiatives for the next 12-24 months 5. Track who fills out forms vs signing the deal 6. Interview sales about which content they share most often in deals and see if it's easily found on the website 7. Build a measurement framework that connects website behavior to revenue 8. Align website KPIs to pipeline impact instead of vanity metrics like traffic In 2025 marketing's job isn't to just generate leads. It's to generate understanding. — Understanding with customers on the value your product or service provides. — Understanding with your GTM on the utility of the website. — Understanding with the business on the metrics that matter. Agree?
