Competition is increasing, budgets are shrinking¹, and it’s becoming harder for marketers to hit their aggressive targets. Buying and procurement cycles are also getting longer and more complex, often involving multiple stakeholders with different levels of involvement and engagement during the evaluation process.

While different stakeholders will interact with your brand in unique ways, there is one touchpoint that is consistent: your website. Ensuring your website meets each buying committee member where they are in the funnel is critical to success in B2B marketing. There are simple ways to drive high value and impact on your website through a combination of testing, personalization, and continuous optimization —ensuring it's meeting the needs of every unique visitor. Best of all, implementing these strategies isn’t as complex as you might think. 

The strategies outlined in this ebook are designed to enable you and your marketing team to increase the volume of conversions across multiple buyer types at different stages in the funnel. They are also tactics that real brands have used to not only optimize their websites, but improve the overall user experience. So, let’s dive in.