The digital world never stays still for long; being online today means you have to continually prove your worth – and 2020 is more competitive than ever before. The way in which we interact has fundamentally changed, pushing technology further up the agenda and placing more emphasis than ever on our digital ‘shop window’: the website. So, with over 2 billion websites across the world, how can B2B marketers maintain an edge and set their sites apart from the rest?

Every customer wants to be able to find what they’re looking for quickly and easily – and B2B buyers are no different. However, 77% of B2B buyers said the last purchase they made was complex or difficult. What makes their journey different – and arguably more complex – is how they get there. With multiple stakeholders and tight budgets, B2B buyers have a longer and more complex experience than the average B2C buyer. So how can we keep them interested and ultimately, encourage them to buy?

A website designed with UX in mind is key.

Websites have come a long way since their creation nearly 30 years ago. Now, with the number of sites nudging 2 billion, we are at a virtual crossroads. B2B brands need to up their digital game or risk being relegated to the bottom of Google’s search rankings. Where can websites go from here? Do we need to make big changes in line with changing customer expectations?

The pivot. A familiar term for many businesses as we navigate our way through the unprecedented waters of COVID-19. Changing tact, direction or embracing change has become, for many, crucial for staying afloat in these uncertain times. In the majority of cases, this doesn’t mean scrapping everything and starting again, quite the opposite in fact. It’s more about exploring what’s possible and how existing processes can be adapted to suit the current environment.

In light of the COVID-19 pandemic, many marketing campaigns have come to a halt – with a number of brands pulling their ad spend altogether. Out of fear and uncertainty, businesses are naturally cautious about where they invest their money in these troubling times. And with a recession looming over us, it’s unclear when things could get back to ‘normal’.