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After a website upgrade, Lovro Knavs booked 48% more calls with the same amount of traffic.  If you are running a B2B service-based business in most cases your website doesn't get much traffic. You may think that a nicely designed and well-structured website is not important. Let me change your mind. Traffic on your website usually comes in 4 different ways.  - Referrals from your past clients - Cold Outreach (Linkedin dm, or email) - Organic posting - Offline networking The traffic is approximately segmented like this:  - 20% No convincing needed, they already want to work with you - 45% Not sure if they want to schedule a call with you - 35% just browsing with no intention of working with you With a good website, we are trying to make an impact on the 45%. How will your potential customers look at your business when they see your website is well-made: - They will be more inclined to contact you - Your business looks more professional - you can charge a higher price - Potential customers will feel more trust in your business - Helps you stand out from your competitors  - Better understanding of the value you provide A perfect example of how a good website can improve your B2B service-based sales funnel is a simple landing page we built last month for Lovro Knavs and his agency Advertising Cowboys. You can check out the website here: https://lnkd.in/g6ufkTCA Did I convince you that you need a new website? DM me on Linkedin or write an email at [email protected] and we will take a look at what we can do for you. 

To ace conversion rate optimization for your website, you need more than tactics or hacks. In this blog post, we’ll walk you through our general CRO recommendations, as well as the specifics of how to optimize your website conversions through X (Twitter) for B2B through X campaigns for website conversions. Read More: https://lnkd.in/dtbtEZgZ

Post-covid, purchasing behaviour of B2B buyers has shifted to online research and buying - 90% of B2B buyers research 2-7 websites before making a purchase. 90% of B2B buyers go online to identify new suppliers.  33% of B2B businesses cite search engines as their top lead generator Find a Business Expert ensure you are found online. We SEO your profile so you rank strongly on Google and promote you on social media channels. This generates engaged visitors to your website and LI profile. All for £12 a week with no contractual tie-in. Too good to be true!? Don’t kick yourself when you discover we do exactly what we say on the tin and you've been missing out. 75 B2B marketing statistics for 2024 - https://lnkd.in/eJ2u-8qT

For most B2B companies, the website is your biggest lead-gen tool, but a lot of sites out there aren’t doing what they should. If yours isn’t driving conversions or bringing in leads, it’s time to rethink how much you’re investing in it. With 50% of B2B companies prioritizing their websites for lead gen in 2024, this isn’t something you can afford to ignore. So, are you budgeting the right amount to make it work? We broke down the key factors to consider when budgeting for a website redesign that drives results. https://lnkd.in/g2WUEyTD #B2BMarketing #WebsiteStrategy #LeadGen #GrowthMarketing

⚫️ New on the blog: Your guide to the best B2B marketing campaigns 📢 See what makes a successful B2B digital marketing campaign and how you can start to generate more leads. Check it out: https://lnkd.in/g8Y5FkxK

"95% of B2B buyers are not in the market for your products". Known as the "95-5 Rule", this "fact" has been making waves in B2B — but is it really the unshakeable truth it's made out to be? I've been referencing that stat for over a year to illustrate that our go-to-market strategies have over-rotated into demand generation and performance marketing at the expense of brand building. We've focused on short-term metrics and quick wins, neglecting the importance of establishing a strong brand presence and cultivating buyer relationships over time. The 95-5 "rule" is a great factoid, isn't it? 😁 It feels intuitively reasonable yet also surprising, validating the challenges many of us have been feeling: the increasing difficulty of cutting through the noise, engaging buyers, and driving pipeline. But hold on! When did this become a "RULE", a universal law we all accept at face value? Just because a statistic is cited frequently and sounds authoritative doesn't mean we should blindly accept it. This "rule" originates from a single paper published in July 2021, "Advertising effectiveness and the 95-5 rule", sponsored by the LinkedIn B2B Institute and written by John Dawes of the Ehrenberg-Bass Institute to investigate B2B advertising effectiveness ( 🔗 link below). Notably, this paper didn't refer to specific research to come up with the 95-5 rule. Instead, it's a simple estimate based on average interpurchase time for a category. If your market only purchases once every 5 years, then in any year 20% will be in-market, and in any given quarter only 5%. The author admits "The 95% figure is not meant to be a precise rule. We're using it as a heuristic..." But I'd argue they created a misperception by using "rule" in the title. And pundits like me have exacerbated the problem by referring to the 'finding' imprecisely. This reminds me of another example from my own experience. In 2009 at Marketo, I conducted a test of our in-house lead nurturing, and wrote a blog to share the results: for the sample of leads I nurtured, I generated 50% more MQLs at 33% lower cost per MQL. It was exciting, but just one test at one company. Over time, though, this stat took on a life of its own, repeated as a universal truth, often misattributed. Today, if you search "lead nurturing 50% more leads", you'll see it incorrectly attributed as a universal fact to Forrester or Hubspot! The moral? Whether we're talking B2B best practices or world information, there's often nuance behind headline statistics. As marketers and individuals, we should be careful how we use statistics, and think critically, dig deeper, and understand the context and limitations of the information we consume and share. Are you guilty of accepting or perpetuating "rules" like the 95-5 split without examining the data and context? If so, you're not alone. But by being more mindful and critical, we can make better decisions in our marketing strategies and lives. #B2BMarketing #MarketingScience

We easily fall into "simplicity potholes". Earlier this year, Hank Barnes wrote an excellent piece about how critical thinking was sorely missing today. My business partner Zsuzsanna Ferenczi here at Bunes & Ferenczi often speak of how we need to understand context. I can easily admit, that I have for a long time been taking "broad-stroked" positioning of conventional wisdoms as axiomatic truths: 1️⃣ "The Pareto Rule" of 80/20. That 80% of revenue comes from 20% of customers. 2️⃣ "The 7x more expensive to acquire customer than keeping them". 3️⃣ "The 95/5 rule" that 95% B2B buyers are not in the market for your products. Jon Miller makes an excellent point in his article about this. Jan-Benedict Steenkamp has already debunked number 1. Dale W. Harrison number 3. Ask any sales or country leader in a B2B Tech legacy company with a gross margin target about number 2. When the competitors' growth is tied to "eating your lunch" e.g. steal your install base customer at time of renewal. What do you do? We love simple stats. It makes it easy to justify what we do. I think it is time to pause. Ask ourselves a simple question, instead of accepting these statements as axiomatic truths. "Is this true in our context?". If yes, great. If not, what is true in our context? https://lnkd.in/eTaZA9rq

Agreed on the critical thinking but not on the source of the data. I also think the data isn’t as relevant as the point it makes. People who are not looking that may want your solution do NOT want to be sold. Marketers do more to violate this principle with a focus on “solutions” and “inbound” without ever considering the mind of a potential buyer. Also, and this is a big also, context matters. What context? What do you sell? Who do you sell to? Will they live or die if they don’t buy? Or is it a nice to have? Is your market mature? Is it competitive? etc But in the end, the data suggests a MINDSET shift which then leads to a complete shift in how you engage your market and the people in it who are meant to become your customers. https://lnkd.in/gUbnG4eN

🚩 A well-built website only brings you to the starting line, but any underlying issues can push you far behind.   A well-optimized website is more than just an online presence—it’s a powerful tool that drives traffic, builds trust, and converts leads.   🔗  In this blog series, we dive into the fundamentals of creating an effective B2B website that drives real results.   Is Your SEO Helping or Hurting Your Business? 👇🏻

A B2B prospect's attention span is similar to Google's crawl bot. Let me explain. Ever heard of a website’s crawl budget? It's a combination of how often Googlebot visits your site and how many pages of your site it crawls during each visit. It's not a fixed number, though. The crawl budget depends on factors like: ☑️ demand (traffic & backlinks), ☑️ website performance, ☑️ site structure, and ☑️ content quality. The better these parameters are, the more crawl budget the site wins. This resembles how B2B buyers act during their research. They have a limited "attention budget" for each provider they study. Once those attention credits are exhausted, they’ll move on. This "attention budget" isn't fixed either. It will vary based on: ☑️ Urgency: A high-need buyer will have more attention to give. ☑️ Brand Reputation: A known brand gets more attention. ☑️ Word of Mouth: Positive reviews boost attention. Can Product Marketers help to win more budget? Some factors are hard to control like: 🔴 Strong competitors will vie for the same attention pie. 🔴 Individual preferences - everyone has their own taste. 🔴 Cognitive biases and social influences can affect choices. But others can be affected: ➕ Messaging Resonance: Relatable site copy keeps them longer. ➕ Ease of consumption: Support variety of formats like text, demos, & videos. ➕ Information Hierarchy: The better organized the site, the longer the session. Also, the more you invest in your brand, the larger the attention budget. Is there a way to measure this, though? I mean, how do you know you're gaining attention credits? Some marketing site metrics that can help: ➡️Session Depth: How many pages do they visit? ➡️Scroll Depth: How far down the page do they go? ➡️Time on Site: How long do they stick around? ➡️Conversion Rate: Do they take desired actions? ➡️Branded Search volume: What branded terms are gaining traction? Tldr: - Sites optimize their structures to win more crawl budget. - PMMs optimize their go-to-market to win more attention budget.