DemandGen Reports

The click-to-cash transaction enjoyed by BtoC brands may seem like a stretch for BtoB organizations with longer sales cycles, but new research suggests BtoB firms are missing out on an opportunity by failing to incorporate e-commerce capabilities into their Web sites.

A new survey conducted by DemandGen Report in partnership with Rainmaker Systems revealed that while 32% of BtoB buyers are willing to consider promotional offers made at the point of a transaction, 73.3% of mid-market BtoB sellers online do not have cross-selling or up-selling capabilities. The survey, titled 2011 Web Imperatives, also revealed a potential correlation between Web traffic BtoB brands and deal size. For example, the survey found 71.4% of mid-market BtoB companies are seeing an increase in Web traffic, and only 28.6% of those firms indicated a fall in average online order size.

Addressing the the historically low conversion rates most BtoB marketers experience as well as the poor data quality Demandbase, Inc. has released a new Real-Time ID Service for Web Forms.

Allowing marketers to plug the API-based web service into existing as well as new online forms, the ID service is designed help marketers improve the ROI on programs that rely on web site visitors to submit information. The service is targeted at all types of Web marketing tactics, including: paid search, email, webinars, banner ads, social media and other lead generation programs.