Seventy percent of B2B buyers’ purchase journeys are accomplished before they contact the manufacturer. They’re exploring the website, looking at chat boards, and collecting information to decide whether or not they're even going to get in touch. You have to put your best foot forward digitally.

• Pick two or three examples and concentrate on them initially.
• Fine-tune the information that's available to potential prospects in the existing customer community portals.
• Give strong feedback and citizen support in all of the places that prospects are likely to go.
• Offer information that makes that initial engagement or research more relevant.