When scrutinizing the most effective channels for lead generation, business marketers tend to see eye to eye: email sits at the top, followed by the likes of search, content marketing, live events, and social media marketing. Surprisingly, there is less regard for the company website – and that's a mistake.
Business-to-business customers place enormous value on supplier websites as a source of information throughout the buying journey, according to the Gartner study "Accelerating Marketing's Digital Proficiency." Unfortunately, less than one third of buyers find these websites particularly helpful.
It doesn't have to be that way. Here are five...