A Forrester Research review of 30 business-to-business websites in six industries revealed that the majority fail to engage users with content. The report, “B-to-B Content Fails the Customer Engagement Test,” identified 10 criteria for engaging content, ranging from a customer-centric home page to innovative use of video. Only four companies earned a “passing” score from Forrester. The average score was 12.8 on a ranking in which 30 was a perfect score.
“The biggest problem is that the majority of content talks about the company, what its products and services do and how many awards they’ve won, but doesn’t speak to the issues
their prospective buyers are trying to solve,” says Laura Ramos, vice president and principal analyst at Forrester.
While most b-to-b companies feature case studies on their websites, they don’t do a good enough job telling customer stories, Ramos said. “There are a lot of companies bragging about themselves, disguised as customer success stories, but they don’t feature people and their struggles and successes.”
