Contemplating B2B Website Strategy for Mid-Market and Enterprise Tech Startups

If you’re on the founding team of an early stage (or relatively early stage) tech startup that sells to mid-market and enterprise clients, your B2B website strategy sets the tone for most of your go-to-market (GTM) playbook.

In the years leading up to the pandemic, buyer behavior had changed more during the 2010s than the previous three decades combined.

Mainstream adoption of mobile devices, voice search, social media, and cloud computing have shifted power from sellers to buyers.

As a result, B2B buyers of mid-market and enterprise technology now strongly prefer to do nearly all of their pre-purchase research on their own before they're willing to speak with a salesperson. 

In this context, often 60% to 80% of the decision-making process is over before a company even meets prospects.

This behavioral change is a huge challenge for startups and incumbent companies stuck in the past, with a traditional, interruption-focused marketing and sales approach.

However, the massive changes in buyer behavior can be a boon for early startup startups that make the right strategic investments in their websites to prioritize thought leadership, competitive positioning, differentiation, sales cycle acceleration, and revenue growth.

One of the best competitive plays centers around creating helpful, educational content that positions your team, your company, and your brand as the go-to experts in their industry.

When creating your website strategy, be sure to prioritize your most important buyer personas and the unique buyer's journey stages that each prospect goes through in their research, decision-making, purchase, and post-purchase process.

What have you found most challenging about your B2B website strategy? Let me know in the comments.