THE B2B WEBSITE
   Although  all  aspects  of  effective  web  presence 
   development apply equally to the B2B marketer, buyer 
   behaviour in B2B differs to that of consumers.
    
   Furthermore B2B purchase decisions are rarely made 
   by  one  person,  the  norm  being  that  the  potential 
   buyer has a decision making unit (DMU).
        The decision making unit (DMU)
   A  group  of  people  with  responsibility  for  making 
   buying decisions normally consisting of some or all 
   of:
   •
    Gatekeepers
   •
    Initiators
   •
    Deciders
   •
    Buyers
   •
    Influencers
   •
    Users
               THE B2B WEBSITE
   The website must also meet the needs of different 
   types of B2B purchase: 
   •
     The New
   •
     The modified rebuy
   •
     The straight rebuy 
               THE B2B WEBSITE
   Lead generation
   The majority of B2B websites have an objective of 
   lead generation rather than online sales. 
   A long-standing marketing model, lead generation is 
   the  development  of  an  initial  contact  between 
   vendors and potential new customers. 
   B2B  marketing  is  dependent  on  sellers  seeking  out 
   genuine potential customers – sales leads – for the 
   products or services they have on offer.
          The B2B buying process
   The B2B buying process is far more complex than in 
   B2C,  and  the  website’s  content  must  meet  the 
   requirements of all its various elements: 
   1. Problem recognition 
   2. Specification development 
   3. Search for products (if off-the-shelf) or search 
    for supplier (if bespoke)
   4. Evaluate products and suppliers
   5. Make purchase
   6. After sales service