We encourage our clients to think differently about their B2B web sites. Your site should be more than a brochure and collection of articles, white papers, and landing pages. It can serve as a flexible gateway to personalized content. It should help customers or partners connect with you on their terms, and provide an experience that helps them and nurtures them as they evaluate your products and services. Whether they respond to search ads, print ads, email, or find you through your mobile app, each user should gain immediate access to content, materials, and tools that help them buy, use, and promote your products. And you should have a complete picture of when, where, why, and how often your users engage, which offers are working, what content provides the most value, and whether your initiatives are stimulating desired behaviors.
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