FOCUS - I-MARKETING: B2B websites should adopt B2C approach to maximise returns

B2B marketers can maximise their success by making their websites more consumer-focused and less B2B-like, said Ms Alice Manners, media director of Organic Singapore. Speaking at the i-Marketing Seminar 2000 in Singapore, Ms Manners warned that B2B marketers often find that they can get suppliers - but fail to attract buyers - because of the misconception that B2B is not B2C. "All B2B sites look alike," she said. "The success of B2B marketing depends on its ability to build strong relationships with customers, suppliers, partners and employees." Therefore, a website has to be accessible to all these parties. "People often forget that the person looking at the site is an individual. At the end of the day B2B is about people." To make your site stand out, she offered this advice, "Forget about teasers, and provide detailed information. Know the audience and let them know what you have to offer. You don't have to follow the business-letter look or be boring. Remember, you only have five seconds to capture their attention." She said users could provide data in exchange for information. If done correctly, "email is a cost-effective way to reach these people, and easy to get off ground". The click-through rate for email, she said, is between 10 and 20 per cent, compared to less than one per cent for banners, making it a very targeted way of reaching consumers. To deal with message overload, Ms Manners suggested personalising emails by "knowing who the recipients are, what their personal interests are and when their needs change, and adding a 'wow' factor."

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