HOW TO BUILD A B2B WEBSITE

Presented by:

Derek GilmoreFounder and CEO DMZ Interactive, LLC

Overview

• B2B sites are different than B2C• B2B sites are integrated systems• Search, social media, email,

mobile and video integrate with cloud-based technology platforms

• B2B websites are built on a content management system (CMS)

• Expertise in CMS implementation, social media, marketing automation, search and email marketing are required for success

The Five Keys to an Effective B2B Website

• An open source (CMS)• Search engine

marketing (SEM)• CRM integration• Marketing automation• Social media

The Technology Foundation

DrupalWordPress

Joomla

Making it All Look Good• Hire a good web

designer• If budget is tight

consider using templates from templatemonster.com

• Work with a designer and web developer with experience in a CMS like Drupal or Wordpress

Always Design for Usability

• Don’t assume you know how visitors will navigate your site

• Use tools to validate your UI design

• Set up Funnel Goals in Google Analytics to determine if your site is performing

Optimizing for Search

• Determine your keyword strategy

• Conduct SEO keyword competitive intelligence

• Verify search volume• Optimize your content

for SEO• Leverage Google

Analytics

Leads with Google AdWords

• Determine your search pay-per-click strategy

• Identify your top 100 keywords

• Use a strong call to action in your ads

• Always use custom landing pages

• Pay attention to your Adwords Quality Score

More Leads With Landing Pages

• Have strong call to action on the landing page

• Match the keywords in the PPC ad with headline on the landing page

• Use testimonials or customer quotes

• Remove navigation elements

Boost Your SEO With a Blog and Give Visitors a Reason to Return

• Content is king• Publish articles

regularly• Optimize for SEO• Crosslink keywords in

your blog to your main site

Connecting the Website to Your CRM System• Leads from your

website must end up in your CRM System

• Make sure you take steps to prevent duplicate records

• Use third party tools to append and clean data

• Score all web leads

Nurture Leads With Marketing Automation

• Score all leads• Contact all high-scoring

leads within an hour• Use email drip

campaigns to nurture not-ready-for-sales leads

• Ask for permission and don’t spam

What’s a Lead Nurturing Program?

• Series of targeted relevant emails

• Builds trust • Establishes rapport• Messages align with

the stages of your sales and marketing funnel

• Keeps your brand top of mind

Re-engage Website Visitors With an Email Newsletter

• Use your blog as a source of content

• Embed clickable hyperlinks to website content

• Embed video• Use it as tool to drive

traffic to the website

Boost SERP* With Video

• Use YouTube to generate inbound links and boost SERP

• Use keywords in your meta tags for the videos

• Keep the videos short and sweet

• Email video content links

*Search engine results page rankings (SERP)

Use the Power of Social Media

• Develop a social media strategy

• Monitor your brand on social networks

• Measure your brand’s sentiment

• Use social networks to promote your content

Budget ConsiderationsTTL Budget Under $1,000 $2,500 $5,000 $10,000 $20,000 $50,000+

Approach Do-it-Yourself (DIY) (DIY) or Freelancer Freelancer Consultant Small Agency Agency

CMS to consider WordPress WordPress or Joomla Drupal, WordPress or Joomla

Drupal Drupal Drupal, Expression engine

Hosting Wordpress.com Godaddy.com, Liquidweb.com

Rackspace Cloud Sites

Rackspace.com Rackspace.com Rackspace.com or dedicated VPS in data center

Design budget Less than $250 Under $1,000 Under $2,500 Under $5,000 Under $10,00 Under $20,000

Third party app integration

None None Limited Light Saleforce.com (SF) plug-in

Medium (SF and marketing automation Plug-in

Heavy (SF and marketing automation Plug-in) Custom CGI scripts etc.

Integrated blog Yes Yes Yes Yes Yes Yes

Google Analytics integration

Yes Yes Yes Yes Yes Yes

CRM integration No Maybe Yes Yes Yes Yes

Marketing Automation integration

No No No Yes Yes Yes

CMS Feature ComparisonPlatform Drupal Joomla WordPress

Ease of use 3 4 5

Installation process 3 5 5

Documentation 5 3 5

Learning curve 1 4 5

Upgrading 3 5 5

Number of modules available 5 3 5

SEO support 5 3 5

Taxonomy support (a.k.a. document tagging) 5 2 4

Installing additional modules 5 4 5

Google Analytics support 5 4 5

Customizable UI via themes 5 4 5

Availability of themes 5 4 5

Scalability 5 3 4

Availability (HA) 5 3 4

Salesforce.com integration 4 3 4

Sugar CRM integration 4 2 4

Blog support 5 5 5

Message board support 3 4 4

E-commerce support 4 4 4

SSL support 5 3 N/A

Entitlements (Restrict access to content by user and role) 5 1 2

Security 5 3 5

Underlying technology Apache, PHP, MYSQL

Apache, PHP, MYSQL

Apache, Java, MYSQL

The Rating Scale 1 to 5. 5 = Excellent, 4 = Good, 3 = Average, 2 = Fair, 1 = Poor

Conclusion

• A B2B website should not be a static brochure• Your website must generate results• The results should be easily measurable with either lead

generation or direct sales• There are many moving parts in a successful B2B site• All of the parts need to be integrated

Thank you!

Derek GilmoreFounder and CEODMZ Interactive, LLC

Follow us on Twitter@dmzinteractive

Visit our website: www.dmzinteractive.com