Just 11 per cent of marketers claim their websites deliver sufficient online revenue, new research by Google and B2B Marketing has shown.
Only 20 per cent of the 118 marketers surveyed said their website attracted sufficient top of the funnel traffic and 23 per cent draw in enough prospect traffic.
However, 30 per cent of B2B websites attract attention from existing customers.
Meanwhile, the study highlighted the reasons behind these worrying findings, with the most commonly selected reason for failing to generate enough online leads being ‘lack of strategic planing’ (chosen by 46 per cent of respondents). This was followed by ‘lack of content’ (41 per cent), ‘skills shortage’ (31 per cent) and ‘poor brand recognition’ (29 per cent).
Alex Aspinall, head of content at B2B Marketing, commented on the findings: “If there is one call to arms from this research, it is this: websites and digital investments are not cheap. They are, however, essential costs of doing business in the 21st century. So, if you’re going to have a website, you may as well focus on ensuring you’re doing everything you can to see returns from it.”
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