CTO Speaks at Online Marketing Forum, Stockholm
Well, after an excellent time in the airport waiting the usual 2 hours just to find my flight was cancelled, and then flying 6 hours later, I eventually ended up in Stockholm late last night. After a good nights sleep I awoke this morning and got myself prepared to give my speech on “How to create a successful B2B website” at the Online Marketing Forum 2009.
The conference was divided into two sides – B2B and B2C. I was presenting to the B2C audience. It was a good crowd made up of various companies, all with the intention of taking away some useful information to help them get further exposure online and be able to push online marketing further into their business objectives.
It’s amazing how much knowledge people have but don’t know how to apply it and that’s where the presentation helped, advising people what they could realistically do and when an agency would need to intervene to ensure there is no wasted expenditure.
Overall, the presentation was a huge success with a number of attendee’s wishing to know more information and further details about the points I explained. One useful slide which I talked about was identifying the difference between B2B and B2C online marketing. (As seen below.)
Business to Business
- Generally not acquired in an e-commerce environment.
- Generally not an immediate sale.
- Focus is more on website stickiness
- Users will general ‘vet’ a company through it’s website.
- The buying cycle may last months or even years.
- Generally multiple parties involved in purchase decision.
Business to Consumer
- Large percentage is e-commerce.
- Online sale in a single visit
- E-commerce, checkout process
- You can make a user feel safe and secure by displaying appropriate payment and security logo’s.
- Typical sales cycle may be as short as 10-20 minutes from search to sale
- Generally single decision maker.
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Neil Walker
Chief Technical Officer.
