We're all gathered at the MarketingProfs B2B Marketing Forum 2008 in Boston where it's nearly 90 degrees today! The morning kicked off with a great intro by Roy Young and Ann Handley and tons of inspiring presentations. I attended the B2B Web Design: Delivering on the Vision of Lead Generation helmed by Doug Lenos, VP Biz Intel and Erin Fagan, director, Marcom Programs for Teradata.


Great takeaways from this panel included:
"Web re-design consists of more than a face lift or a shuffling of content."
"Grab and go" content on your web site is very well-received and empowers the influencers.
Always keep in mind why your B2B web site exists:
1. To service your existing customers and solve their problems.
2. To show prospective customers you can service their needs.
On your site itself make sure your navigation is aimed at creating response, not browsing, and that your copy is expert in tone.
Lenos and Fagan both touched on how important it is to create a site that gives visitors opportunities to stay engaged. Another key insight in terms of search traffic is to direct search traffic to the section of the web site that best addresses the searchers need, which might not necessarily be the home page.
Doug will also be posting more key insights on his blog during the conference.