The findings demonstrate that more and more B2B companies are realizing the importance of their website as a lead generator and information hub for their clients.

"Unfortunately, many companies still think it's fine to have a static placeholder site, or to just throw up a bunch of PDF documents of their catalogue or about their company and offering," states Freddy Davy, Account Director at HTC. "It's not enough anymore, and this data proves how crucial websites are to the people at the top."

"We already knew search queries and online presence were key to staying on the map," adds Liesl Barrell, Project Coordinator at HTC. In 2007, Enquiro released a study that showed 83% of businesses rely on the Internet to find and research potential vendors. "Now we know that users are paying much closer attention to the B2B sites themselves. As well as to their content, features, tools and digital delivery methods like RSS and newsletters."

"When 60% of key personnel rank B2B sites as an 'essential' source of information," notes Davy, "you can't afford to ignore your site or put off a redesign for another year or two." As more and more businesses realize the value of time-based publishing, Search Engine Optimization, content generation and updates, they are making the leap to integrate their existing systems with effective Content Management Systems (CMS).

"Depending on the industry," Barrell explains, "a company may already enjoy decent Google rankings. But for some companies, getting on that first search results page is a real challenge that requires some commitment to online publishing or a Google AdWords campaigns."

Some B2B sites are also enjoying successful cross-promotion and advertising, and 43% of business professionals say it's likelier for them to respond to ads on B2B sites than other media. "When you compare that to only 33% of B2C consumers trusting banner ads, it's interesting that businesspeople are more likely to value industry-related ads," says Davy.

 "I think they appreciate saving a little time," adds Barrell. "That's what the online user experience is all about in the end. If you can give them the content they need and the tools to make informed decisions, you're going to generate leads and can build an online community with the right tools."

"Better yet," Davy points out, "you'll get results if you give them a reason to keep coming back to your site, subscribe to your feed, remain on the mailing list or just stay logged-in. And for that you need a great website with an advanced CMS like IgnitionWeb."

Read the B2B findings from AOP, download Enquiro white papers (registration is free but required) or check out Nielsen Company's B2C advertising trust survey for more information about user behaviour.