• by Jack Loechner , Staff Writer, May 4, 2015

According to KoMarketing Associates, in coordination with partners Huff Industrial Marketing and BuyerZone, the 2015 B2B Wed Usability Report, released in April, found that Credibility and Trust are the most important attributes woven throughout the survey responses by B2B buyers.

One content asset that plays a significant role in establishing trust and credibility is “thorough contact information.” When asked what causes them to leave a vendor website, 44% of survey respondents indicated “No Contact Information / Phone Number.”

When asked to rate website elements that annoy them, 54% of respondents indicated that the lack of thorough contact information reduced a vendor’s a credibility and thus would cause them to leave a website. When asked what types of content assets were missing on most company websites, 51% of respondents again indicated, “Thorough contact information (phone / email / address).”

And the study found that lack of contact information deters buyers from moving forward with a Request for Proposal (RFP,) and with filling out a form to request a demo or RFP.

In short, the report concludes that a vendor relying on a blog or social media to drive traffic and inquiries / leads, is missing a wider range of opportunity that integrates a full range of online marketing channels, such as webinars and YouTube, as well as offline channels, such as trade shows, conferences, and advertising and PR in print trade publications.

Analytics and other reporting tools can tell a great deal about what buyers do once they get to the website, says the report. Which pages they click, the flow from one page to another, conversions, etc. But B2B marketers also need to know what buyers actually want from a vendor website; most importantly, what website factors will encourage the prospective buyer to take the next step in the sales process.

A little bit more perspective on key takeaways is helpful in seeing the larger picture.

#1: Blogs & Social Media Have Minimal Impact in the B2B Buyer Journey

The study asked questions specific to three phases of the buyer’s journey: discovery, evaluation, and impact on the buying process specifically. While blogs and social media have some impact across all three stages of the buying cycle, this impact is not as significant as marketers may have assumed.

A vendor relying on a blog or social media to drive traffic and inquiries / leads is missing a wider range of opportunity like case studies, testimonials, and more in-depth content marketing assets, says the report.

#2: Buyers Need Thorough Contact Information to Make Purchasing Decisions

One content asset that plays a significant role in establishing trust and credibility, throughout the buyer journey, is “thorough contact information.” When asked what causes them to leave a vendor website, 44% of respondents indicated “No Contact Information / Phone Number.”

#3: There is a Huge Disconnect Between Content Vendors Produce & Content Buyers Want

Website content does more than help move prospects along the buyer journey. It also helps with establishing a vendor’s credibility. A disconnect still exists, however, between what buyers need and the information vendors give them.

This disconnect is apparent with regard to the sales and product-related information buyers want to see on vendor websites and what they find to be lacking. “Must have” sales and product information includes Pricing, Shipping, Product Reviews and details about Technical Support.

Sales and Product Related Content Buyers Need

• Pricing   78%
• Shipping   62%
• Product reviews   52%
• Tech support details   47%
• Online ordering
• Locations in (my) city

The report concludes by strongly suggesting that the vendor must know which content assets buyers need to move forward with you. Depending on performance metrics defined, consider putting marketing dollars into assets such as white papers and case studies before trying newer assets such as video, infographics, or podcasts.

This full report is quite extensive in its entirety, with more data, charts and graphs, and can be downloaded, without charge or form submission, through this landing page