The jury is in — B2B websites need to do better when it comes to customer engagement, according to Forrester’s “Websites Still Fail Our Customer Engagement Test” (subscription required).
We’ve already covered the “why” B2B websites fail to engage, so now we’ll discuss “how” they can do better. The common theme? Take a play out of B2C websites playbook. “All too often, B2B sites aren’t given the same attention as B2C sites in terms of being set up to convert,” said Tom Wills, a marketer for Slickplan.