DEMANDING VIEWS As marketers, the website is at the core of everything we do, especially as more and more of us adopt an account-based approach. The website plays an “The website is at the indispensable role in educating visitors from target accounts and driving pipeline and revenue. Despite this, companies still struggle with bounce rates that top 60% core of everything we on average, meaning that much of their investment in creating valuable content do, especially as more goes to waste. When prospects get frustrated by the website experience, they turn and more of us adopt to outside sources for the content they need—things like blogs, social media, and other websites, which means they’re not consuming your content and you lose the an account-based ability to control the message, measure activity and drive conversions. approach.” If we want to keep our visitors on our websites, we need to make it easier for them to find the right content. We’re now giving B2B marketers the ability to provide the - Lisa Ames, Demandbase relevant and targeted experience buyers have come to expect. The findings of this year’s B2B Buyer Survey strongly reinforce the importance for B2B websites to deliver relevant information and content through a seamless user experience with a level of personalization that comes from deep insights into a buyer’s behaviors. 2017 B2B Buyer’s Survey Report • 8