The complete guide for Building B2B websites.

1. HOW TO BUILD A B2B WEBSITE
Presented by:
Derek Gilmore
Founder and CEO
DMZ Interactive, LLC

2. Overview
• B2B sites are different than B2C
• B2B sites are integrated systems
• Search, social media, email,
mobile and video integrate with
cloud-based technology platforms
• B2B websites are built on a
content management system
(CMS)
• Expertise in CMS implementation,
social media, marketing
automation, search and email
marketing are required for
success

3. The Five Keys to an Effective B2B Website
• An open source (CMS)
• Search engine
marketing (SEM)
• CRM integration
• Marketing automation
• Social media

4. The Technology Foundation
Drupal
WordPress
Joomla

5. Making it All Look Good
• Hire a good web
designer
• If budget is tight
consider using
templates from
templatemonster.com
• Work with a designer
and web developer
with experience in a
CMS like Drupal or
Wordpress

6. Always Design for Usability
• Don’t assume you know
how visitors will navigate
your site
• Use tools to validate your
UI design
• Set up Funnel Goals in
Google Analytics to
determine if your site is
performing

7. Optimizing for Search
• Determine your
keyword strategy
• Conduct SEO
keyword competitive
intelligence
• Verify search volume
• Optimize your content
for SEO
• Leverage Google
Analytics

8. Leads with Google AdWords
• Determine your search
pay-per-click strategy
• Identify your top 100
keywords
• Use a strong call to
action in your ads
• Always use custom
landing pages
• Pay attention to your
Adwords Quality Score

9. More Leads With Landing Pages
• Have strong call to
action on the landing
page
• Match the keywords in
the PPC ad with
headline on the landing
page
• Use testimonials or
customer quotes
• Remove navigation
elements

10. Boost Your SEO With a Blog and
Give Visitors a Reason to Return
• Content is king
• Publish articles
regularly
• Optimize for SEO
• Crosslink keywords in
your blog to your
main site

11. Connecting the Website to Your CRM
System
• Leads from your
website must end up
in your CRM System
• Make sure you take
steps to prevent
duplicate records
• Use third party tools
to append and clean
data
• Score all web leads

12. Nurture Leads With Marketing Automation
• Score all leads
• Contact all high-scoring
leads within an hour
• Use email drip
campaigns to nurture
not-ready-for-sales leads
• Ask for permission and
don’t spam

13. What’s a Lead Nurturing Program?
• Series of targeted
relevant emails
• Builds trust
• Establishes rapport
• Messages align with
the stages of your
sales and marketing
funnel
• Keeps your brand top
of mind

14. Re-engage Website Visitors With
an Email Newsletter
• Use your blog as a
source of content
• Embed clickable
hyperlinks to website
content
• Embed video
• Use it as tool to drive
traffic to the website

15. Boost SERP* With Video
• Use YouTube to
generate inbound
links and boost SERP
• Use keywords in your
meta tags for the
videos
• Keep the videos short
and sweet
• Email video content
links
*Search engine results page rankings (SERP)

16. Use the Power of Social Media
• Develop a social
media strategy
• Monitor your brand on
social networks
• Measure your brand’s
sentiment
• Use social networks
to promote your
content

17. Budget Considerations
TTL Budget Under $1,000 $2,500 $5,000 $10,000 $20,000 $50,000+
Approach Do-it-Yourself (DIY) (DIY) or Freelancer Freelancer Consultant Small Agency Agency
CMS to consider WordPress WordPress or Joomla Drupal, WordPress Drupal Drupal Drupal, Expression
or Joomla engine
Hosting Wordpress.com Godaddy.com, Rackspace Cloud Rackspace.com Rackspace.com Rackspace.com or
Liquidweb.com Sites dedicated VPS in data
center
Design budget Less than $250 Under $1,000 Under $2,500 Under $5,000 Under $10,00 Under $20,000
Third party app None None Limited Light Saleforce.com Medium (SF and Heavy (SF and marketing
integration (SF) plug-in marketing automation automation Plug-in)
Plug-in Custom CGI scripts etc.
Integrated blog Yes Yes Yes Yes Yes Yes
Google Analytics Yes Yes Yes Yes Yes Yes
integration
CRM integration No Maybe Yes Yes Yes Yes
Marketing No No No Yes Yes Yes
Automation
integration

18. CMS Feature Comparison
The Rating Scale 1 to 5. 5 = Excellent, 4 = Good, 3 = Average, 2 = Fair, 1 = Poor
Platform Drupal Joomla WordPress
Ease of use 3 4 5
Installation process 3 5 5
Documentation 5 3 5
Learning curve 1 4 5
Upgrading 3 5 5
Number of modules available 5 3 5
SEO support 5 3 5
Taxonomy support (a.k.a. document tagging) 5 2 4
Installing additional modules 5 4 5
Google Analytics support 5 4 5
Customizable UI via themes 5 4 5
Availability of themes 5 4 5
Scalability 5 3 4
Availability (HA) 5 3 4
Salesforce.com integration 4 3 4
Sugar CRM integration 4 2 4
Blog support 5 5 5
Message board support 3 4 4
E-commerce support 4 4 4
SSL support 5 3 N/A
Entitlements (Restrict access to content by user and role) 5 1 2
Security 5 3 5
Underlying technology Apache, PHP, Apache, PHP, Apache, Java, MYSQL
MYSQL MYSQL

19. Conclusion
• A B2B website should not be a static brochure
• Your website must generate results
• The results should be easily measurable with either lead
generation or direct sales
• There are many moving parts in a successful B2B site
• All of the parts need to be integrated

20. Thank you!
Derek Gilmore
Founder and CEO
DMZ Interactive, LLC
Follow us on Twitter
@dmzinteractive
Visit our website: www.dmzinteractive.com