Five Key Strategies for B2B Website Home Pages

There are hundreds of guides and blogs about to create content for your website, but I have seen very few on what to put on the most important page. But despite the lack of formal guidance, there is a relatively high level of consistency between the home pages of B2B software vendors – particularly in industry subsectors. In my last…

What Content Should be on a B2B Website Home Page?

The answer is “it depends.” If you are running a media site and want multiple visits per day from users, then the latest news or opinion articles would certainly be featured. If you are running a retail e-commerce site and want to maximize sales volume from repeat customers, then you might feature new products or items on sale. But in…

How B2B Software Vendors Create New Categories

Over the past few years I have spent a considerable amount of time studying the best practices of category leaders in the Software-as-a-Service market. I have been particularly focused on market leaders in the business applications space – in categories ranging from accounting and finance to sales and marketing. Examples include Coupa (procurement), Zuora (subscription billing), Anaplan (financial planning), Hubspot…