Visible Champions: How B2B web systems drive business forward

Digital marketing has evolved rapidly and brings new requirements almost daily, from AI agents and accessibility to sales automation, SEO optimization, usability and content hubs. With ever-changing requirements, marketers' FOMO (Fear of Missing Out) is also growing and, paradoxically, the barrier to changing existing measures is increasing, as this could render previous efforts obsolete.

So where to start? In order to do justice to the complexity, a mindshift is recommended as a first step: websites should be thought of as systems, not as individual pages, which makes all the difference for a web team. Structure and process-oriented thinking are two sides of the same coin that are necessary to develop a future-proof digital product. The following six steps show the way.

Successful B2B teams see marketing and sales as a unit and support the entire customer process. Those who act as category leaders must see marketing as a central business driver - not as an appendage to sales. Marketing departments need to position themselves as a strong force, which requires courage, clear visions and a combination of data-based strategies with creative approaches. It is also important to know who makes what contribution in which phase of the customer journey (or lead funnel) and how all the building blocks interlock. If you want to open up new markets in B2B, for example, you need to address different sectors in a differentiated way. The starting point here is the selection of the right messages, for which marketing and sales ideally need to work very closely together, especially when it comes to lead generation.

2. user guidance starts with the main navigation

The main navigation of a corporate website not only conveys classic usability criteria, but also the positioning of the company. It gives interested parties an intuitive feeling for the breadth and depth of the offering. In addition, certain aspects of the brand can be specifically highlighted, such as the employees/team, technologies or future topics. The rule is: less is often more. Although the effect is subconscious, it makes a decisive first impression. Practical tip: The order of the navigation points always makes a statement about the weighting of the areas. What comes first in the main navigation has a decisive influence on the brand's classification, e.g. People or Product; Services or Inspiration - this is where the differentiation begins.

At the second hierarchical level, the customer or user experience is often based on the company's product structure. This ranges from the corporate brand and sub-brands to a standardized terminology for the offer modules. In the B2B sector in particular, such structures have often grown organically. However, any additional conceptual differentiation increases complexity and makes it more difficult for potential customers to find their way around.

Ideally, user guidance should be based on a consolidated brand architecture that is consistently derived from genuine customer centricity.

Ideally, user guidance should be based on a consolidated brand architecture that has been consistently derived from genuine customer centricity. Each level of this architecture - including its role, terminology and visual characteristics - must be clearly defined. Without such consolidation, there is a risk of clinging to outdated structures and losing sight of customer centricity. Less complexity creates more clarity and facilitates orientation.

3. the balance of creativity and data brings success

4. from lateral to systems thinking

Most large websites contain areas that do not directly serve the central goal - sales. Although target groups differ, the approach should always remain the same: Every page (except the homepage) should fulfill a clearly defined purpose. To this end, all pages should be divided into different types, each of which pursues specific purposes, such as providing orientation, inspiring, informing or converting.

To achieve this, we develop so-called "goal maps" in addition to a content-structural order. These define the user flow and support the achievement of goals.

Traditional sitemaps place content in the foreground and view websites like an archive in which similar content is stored side by side. From a user-centric perspective, however, content is only a means to an end in order to fulfill the function of a page. Therefore, parallel thinking in structures and processes is required.

Practical tip: A revised sitemap shows at first glance how much clarity has been created compared to the previous site. The goal map serves to ensure the function of the digital product.

For visitors, a web system looks and behaves like a traditional website. But for companies and their teams, the system is much more: a tool for empowerment.

5 AI will further optimize value creation

For visitors, a web system looks and behaves like a traditional website. But for companies and their teams, the system is much more: an empowerment tool that enables them to serve customers better, react faster to the actions of potential competitors and effectively exploit new opportunities. The website is becoming an important interface in the digitalization of business processes. Whether sales, services, support, marketing automation, recruiting or for building a community: the digital experience is an integral part of value creation.

In the near future, AI agents will also play an important role in creating personalized experiences and further optimizing customer loyalty. The basis for this is qualitatively structured data obtained from the user's digital interaction environment. This data makes it possible to better understand behavior and preferences and to offer targeted and relevant content and services.

6. measure what matters

Data is important. And subjective. Business decisions can be influenced by metrics and KPIs - the importance of these metrics always arises with regard to the strategic goal and the perspective of the decision-makers. In order to turn data into insights, you first need the ability to differentiate and a clear idea of how something is to be achieved. Only on this basis can forests and trees be distinguished. They are no substitute for a strategy. They are generally used for tactical optimization or to legitimize individual measures or business areas.

Data-based decisions require a clear focus on key metrics. A "key metric" measures the primary action that the website is intended to achieve, such as the number of qualified leads or monthly sales. All pages and functions of the website work towards this. Common mistakes include using generic metrics such as "dwell time" or "page views," which provide clues but don't reflect real business results. A successful website focuses on one or two key metrics that are directly linked to business goals.

Conclusion

The digital landscape is constantly evolving. Combining strategic thinking with practical implementation lays the foundation for a successful future.
A website relaunch is just the first step. This development can be seen as an opportunity to create a new IT infrastructure that supports a company's growth in the long term. It is not just about improving the digital presence, but rather about creating a flexible, scalable basis that can easily integrate future requirements and new business opportunities.