Measuring preparedness of web communication for a positive digital experience of international prospects right at the beginning of the customer journey: Survey results

Abstract

In an exploratory study about online communication of large and medium-sized B2B companies from the German state of Baden-Württemberg, their message content communicated via websites, and their websites' appeal for international prospects, has been analyzed. It revealed many basic content items absent, making the site less attractive for further exploration, and difficult for international prospects to enter into a dialog, become leads, and possible customers. The subsequent survey elicited organizational backgrounds, available resources, and objectives for online communication. It could trace deficiencies back to a lack of understanding of the impor¬tance of digital communication for lead generation, and the customer journey in general, absence of a communication strategy, lack of urgency, and lack of resources to implement desired changes and additions to communication content.