Building a better B2B e-commerce site

09/10/2013 |

Business-to-business e-commerce sites and campaigns should focus on an audience that spends more time performing research by presenting products in ways relevant to how visitors browse B2B sites, writes Meghan Keaney Anderson. This includes positioning each product in either a feature or benefit approach that matches customer needs. Product comparisons, how-to videos and testimonials are also strong ways to reach a B2B audience, she writes.

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