You CAN Please Everyone: Responding to Hubspot’s ”How to Satisfy Every Stakeholder in Your Next Website Redesign’


I just love Hubspot’s recent article, “How to Satisfy Every Stakeholder in Your Next Website Redesign.” For webbies like me, following these steps will not only help you build a well-rounded B2B website that meets corporate goals, but it will go a long way towards establishing internal success within your organization. This great read for anyone managing a corporate web presence, as well as for all parties involved in the process.

Hubspot’s Meghan Keaney Anderson touched on some excellent points, especially in responding to sales and the customer. I’d like to dig a little deeper.

The Sales Team

What They Say: “More web leads please.”
What They Really Want: More and better-informed web leads, please.

No kidding! How often have we all heard things like that from sales?

Had we been using an account-based approach with the Demandbase Forms Module, the sales team would have seen only the leads that were actually qualified.

True story: A few years ago, my SVP of Sales approached me because he felt like his team was receiving so many low-quality leads through the website, they didn’t have time to sort through and find the good ones. His team had various suggestions on how to resolve this, including adding more fields to the forms. I resisted the additional fields and we continued to struggle with the issue.

Had we been using an account-based approach with the Demandbase Forms Module, we wouldn’t have had that problem. First, we’d have know which leads we were quality because they matched our target account list. The sales team would have seen only the leads that were actually qualified. Second, with Demandbase Forms Module, regardless of the number of form fields, the leads would have come in with plenty of good info, making lead scoring and routing easy and accurate. The sales team would have only seen leads that were worth their time.

Coincidentally, that same sales exec works with me again, here at Demandbase. I have never once heard him complain about lead quality!

The Customer

What He Says: “I can’t find anything on this website! …”
What He Really Wants: … For a customer, the primary role of a website is a functional one. They need it to answer questions and guide them to the next step in their decision process.
How to Pleasantly Surprise Him: Use dynamically changing content like smart CTAs to make your website more relevant to where he is in the customer lifecycle.

This is another area where using Demandbase is a godsend to the web team. It is so easy to serve relevant content to web visitors. The basic steps are:

  1. Agree on the segments that matter to your organization. Perhaps they are industry verticals. Perhaps they are company size. They could also be pipeline stage: in pipe, customer, up for renewal, etc. Maybe you want to give them different content depending their existing software stack.
  2. Come up with content for those segments. My guess is you already have it, but it’s buried somewhere within your site hierarchy.
  3. Use the Demandbase Web Optimization Suite to serve them content based on who they are and what you anticipate their needs to be. If they are an existing customer, wouldn’t you want a link to your support section to be front and center? If they are using software which your product compliments, perhaps you want that datasheet to be something they see rather than dig for.

These days, building successful, engaging B2B websites is much more than just putting HTML around a brochure. Hubspot estimates that 57% of the buying cycle happens on your website before sales is engaged. Demandbase actually suspects it’s closer to 70%. Regardless, the outcome is the same. We web strategists must adapt our websites to be always-on sales people. I love Hubspot’s approach. Pair that with Demandbase tools and an account-based approach, and you’ll have a winner all the way around!