B2B website marketing guides

The guides sit alongside the discipline profiles and answer a different kind of question. A profile explains one discipline in depth. A guide cuts across several of them: what B2B marketing is and how it differs from consumer marketing, how a strategy is assembled, how a buying committee actually moves, what to measure, how to set and defend a budget, how to audit an existing site, and how the work changes in manufacturing, software and professional services.

Some of these pages have been on this site for a very long time. Articles first published in the mid-2000s on redirects, on working with developers, on hiring a search marketer, and on the choice between banner advertising and search marketing are still here at their original addresses, rewritten where the facts changed. A few are kept as archive notes and labelled as such: a 2004 observation about how one search engine handled redirects is not current advice, and it is presented as a record of what the problem looked like then.

If the subject is new to you, start with the definitions and the buyer journey, then read the two category pages on demand generation and website conversion before choosing tactics. If you already run a programme and something is not working, the audit guide and the metrics guide are the faster route, and both will send you back into the discipline profiles for detail.