4  step  strategy  for  building  a  B2B  product  website

What we did before we built yavvy.com marketing site

What  are  we  doing  here

• Who  is  your  customer Step  01

• What  would  they  see,  what  would  they  do

Step  02

• Jack’s  compass  and  willful  navigation

Step  03:

• How  will  you  know  if  its  working  well

Step  04:

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•  To define the strategy that would help you design your B2B (Business to Business) website

•  Helps you define o  Customer focus strategy o  Content strategy o  Navigation strategy o  Analytics strategy

Step  01:  Who  is  your  customer?

Define who are you building this website for? Who will get the most precedence?

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Kinds  of  visitors

•  Browser o  Stumbled upon your

website o  Saw a link and clicked

•  Researcher o  Not a consumer, no

intent to buy o  Explores Product,

Service, everything o  e.g. Media, Investor,

Competition, Consultants

•  Evaluator o  Has a need / Looking for

a solution o  Evaluating to buy o  Prospect

•  Buyer / User o  Evaluation successful;

here to close the deal

•  Customer / Client o  (Not scoped in this presentation)

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What  do  they  want?

•  Researcher o  What/How do you do

“this”? o  Is it interesting? o  Who are you?

•  Buyer o  How do I get started? o  What will come in the

box? / What should I expect next?

•  Browser o  Is there anything

interesting for me or anybody else I know

•  Evaluator o  Does this fulfill my

functional needs? o  Is it reliable? Is it honest?

Is it going to stay? o  Is there a better deal

than this? More value?

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Browsers  –  What  they  love  and  hate

•  Turn-Ons o  Aesthetics o  Interaction / Novelty o  Familiarity with content o  Instant Gratification

•  Turn Offs o  Clutter o  Difficult to understand

stuff

•  Needs o  Nothing specific

•  What can they do for you o  Spread the word o  Convert to evaluator

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Browsers are visitors who stumbled upon your website with no established intent

 Researchers  –  What  they  love  and  hate

•  Turn-Ons o  Something unique or

new o  Thoughts and Insight

•  Turn Offs o  Difficult navigation o  Low content /

Incomplete websites

•  Needs o  Information about You o  Your offerings, pricing,

locations, revenues, clients, team

•  What can they do for you o  Spread the word o  Channel Partners o  Invest

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Researchers are visitors who wish to explore your offerings but don’t intend to buy

 Evaluators  –  What  they  love  and  hate

•  Turn-Ons o  Quick Answers o  Product Experience o  Visuals

•  Turn Offs o  Difficult Navigation o  Errors o  Lots of obvious content

•  Needs o  What all / How will this

solve my problem? o  Is it safe, secure,

trustworthy? o  How is this better than

the competition?

•  What can they do for you o  Eventually turn buyer o  Reference

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Evaluators are visitors who who are interested in your product and intend to buy

 Buyers  –  What  they  love  and  hate

•  Turn-Ons o  Ease of transactions o  Ease of Purchase o  Visuals & Reassurance

•  Turn Offs o  Lengthy transaction

closure process o  Lack of clarity

•  What do they look for? o  Coupons & Discounts o  How can I get started o  How will I get support

and answers

•  What can they do for you o  Pay you o  Refer more customers

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Buyers are visitors who are here to close the deal and get started

So  who  should  you  focus  on?

•  Depends upon o  What Stage –

•  Startup or Mature o  What market

•  Geography •  Culture

o  What product •  ticket size

o  What process •  fill forms, furnish

documents or just checkout?

Stage Product

Market Process

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The  Startup  stage

•  Startup Stage o  Allow maximum

exposure to your product o  Support buyer with

offline buy experience o  Get Media, VCs

interested o  Ensure that browsers can

share, refer

•  Growth Stage o  Focus on the buyer 0% 20% 40% 60% 80%

Buyers

Evaluators

Browsers

Researchers

Focus

Growth  Stage Startup  Stage

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Feedback  &  Queries

About the author Vikram Bahl A tech-preneur with a cloud based productivity app for small business Connect with me @vikrambahl

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•  Working on Step 02 – Step 04. Will publish soon

•  Do send in your

feedback to vikram@yavvy.com

•  Details and discussions on the yavvy blog