What B2B lessons can be learned from Google B2C marketing experts

The guys in Google definitely understand marketing. They are also encouraged to be creative, as their daily doodles illustrate well. Therefore, it was no surprise that the research giant chose to present a new marketing guide as if it had been accidentally dropped on the net.
The guide, entitled UX Playbook for Lead Gen, provides interesting information for those passionate about web marketing and lead generation.
Despite the fact that the document is mainly focused on B2C, marketing professionals specializing in B2B can also benefit from useful information. To help them in this, we have translated some of the information provided by Google on the E-commerce sites in the B2B language.

Here, we believe, are the five most beneficial tips included in the guide that B2B companies should adopt:
Build trust
If you want to convert the visitor to your site from a person looking for information in a potential buyer, you should be reliable. Google recommends, for example, to use the social teacher to gain user trust. In the B2B world, this could translate into the placement of testimonials and the use of cases illustrating your abilities. and assure the potential buyer that you have accumulated enough experience to help him too.
Make your proposal clear
The focus must be on solving the customer's problems. Your customer has a Windows%%amp potential should understand as soon as your company offers. and how it can benefit from the use of services or products. Instead of highlighting what you see as your greatest added value, try to think about what is the most urgent problem of your client. And how you can help him solve it. In most cases, what you think is your forte and what your client thinks is true. they're two different things.
Improve site usability
While creating landing pages for your site web, try different options and see which works best for visitors to your site. Make sure that \"calls to action\" are clear and that they encourage prospects to spend extra time on your website. and finally, get in touch with you. Make the \"contact us\" forms shorter and stop adding unnecessary fields, such as job title, country, organization size, and so on. Despite the fact that the sales team will always push you to add fields so that they can get to know the potential customer better, a cumbersome registration process prevents people from completing registration.
Answer questions
Your site will be updated. should provide answers to questions that users may have before they feel comfortable enough to get in touch. You should address the main questions that users have. This could be achieved by creating a FAQ page, writing blog posts that answer specific questions, or providing well-written content that addresses the most common questions previouscustomers have asked.
Mobile site
We all have long stories that we want to tell, but site visitors who use mobile devices have limited patience. More importantly, mobile phone users have a limited ability to click on navigation scrolling lists and other functions that can be easily clicked while browsing the site from a computer. Make sure that your website is not available. is responsive (adapts to your phone's screen) and that your messages are not will not be lost on small mobile device screens.

Web marketers should do everything they can to keep things simple. We don't need Google's marketing experts to know this, but a reminder from the search giant's best professionals should serve as a call for all those marketers who fail to put the user first.