Why Australian ICT companies are ignoring up to 97% of buyers

WhyAustICTCompaniesWe live and work in an always connected, social world. And our websites are at the centre of our marketing efforts in this new business environment. So why are so many Australian ICT companies creating websites that effectively ignore up to 97%
of buyers?

The sites themselves present the clues. We reviewed the websites of 20 Australian companies operating in the Information Communication Technology (ICT) space and found that 16 out of the 20 websites failed our simple, 10-criteria buyer engagement test.

While the criteria broadly covered website best practice, the focus was on measuring the effectiveness of the website content to attract and engage B2B buyers – wherever they may be on their buying journey – and hence to generate quality leads.

In other words, we found that these websites don’t sell how buyers buy.

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