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What We Learned by
Analyzing Websites of
189 B2B Companies
Web::Strategy Conference - Zagreb, Croatia
19. November 2015
Keynote Speech
given by
Visnja Zeljeznjak
B2B Lead Generation Specialist
visnja@logit.hr
About the
Research
Free PDF download:
www.logit.hr/blog/research-website-
effectiveness-b2b-exporters/
(Croatian language only; extensive
summary of the research available in
English at the above address)
Title: “Researching the
Marketing Effectiveness
of Croatian B2B
Exporters’ Websites”
Research in the media
3 insights about
the current state of
B2B websites
46-50%
websites lacked
the foundations
of digital
marketing.
Up to 17% of
websites
lacked the
basic content.
45-95%
websites
lacked the
advanced
content.
1 key insight that
predicts the future
B2B websites should be, but
aren’t used as a sales and
marketing tool.
“We don’t use our
website for sales”
Sales: more than a Buy button
Awareness
Learn
Evaluate
Buy
ALL
of this
is
sales
Use all of website’s functions.
“We have enough
customers, we don’t
need new ones”
Market disruption: unpredictable
Source: eclectica.hr, 2013.
New Cars Registered in Croatia (000)
Keep your business muscles
fit.
(proactive)
SALES
(proactive)
MARKETING
“Our website is good
enough and does
not need improving”
A 300 million dollar button
Story source: https://www.uie.com/articles/three_hund_million_button/
Small, continuous improvements
KAI = CHANGE ZEN = GOOD
“We educate not
for the society of
today, but for the
one of the future.”
Korado Korlevic, Croatian scientist
The Future
The changing
role of the B2B
salesperson
(A lot) more
data
Many more
devices
More social
Customers
hungry for
(fast) info
Globalization
More channels
(all at once) Automation
There’s always room for improvement.
www.logit.hrinfo@logit.hr
Need more B2B
customers? Contact Logit
to find out how to get
them.

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What We Learned by Analyzing 189 B2B Websites