In October 2008 the Rugby Football Union (RFU) launched a new Twickenham Experience microsite. Designed and built by agency Grasshopper, it aimed to inform potential business customers about Twickenham's corporate hospitality, conferences and events facilities. Since its relaunch, the RFU claims the microsite's visitor numbers have increased by 80 per cent. Event enquiries and bookings for meeting rooms and on-site accommodation have increased tenfold.

This clearly demonstrates what a microsite can do. Indeed, there is a clear logic behind the idea of providing sites that are specific to a campaign, product or location: your audience is less likely to engage with a generic site than they are with one that is focussed on their specific requirements.

There is, however, an extra cost involved. The challenge for B2B marketers is to produce microsites that justify that additional investment.