Don't neglect details, design


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The conversation can't end with the prospect's initial visit. Just as businesses check in with their sales reps, so too marketers must consistently review analytics tracked on their Web sites, such as number of visitors, pages viewed and key phrases searched. They can then use this information to improve their sites and tailor the sales process.
"We use different Web technologies to pay attention, gather data, learn about the visitor, understand what they're looking at and listening to, what videos they're watching and what white papers they're downloading. Then we present content that is of interest to them," Metz said. He likens this process to that which many consumers experience on "That site knows me and my interests," Metz said, "and adapts based on that knowledge." B-to-b sites must do the same.
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