Why companies rely on assumptions
When a B2B company launches a new marketing strategy or invests in a new website, it usually bases its decisions on internal impressions. “Our customers want a modern design.” “Price is the deciding factor.” “Technical specifications are the most important thing.”
But these are often just hypotheses – assumptions that have never been verified.
According to a study by Bain & Company, 80% of companies believe they provide an excellent customer experience, but only 8% of customers agree. This clearly shows just how wide the gap can be between a company’s perception and the reality on the customer’s side.
Why interviews are more powerful than questionnaires and campaign data
Questionnaires give you superficial answers. Marketing campaigns provide you with figures – clicks, leads, conversions. But neither tells you why customers buy (or don’t buy).
In-depth interviews with customers allow you to go beneath the surface:
- you’ll find out what convinced the customer,
- you’ll uncover the main objections,
- understand who is involved in the purchasing decision,
- discover the moments when the customer considers the competition.
It is precisely these insights that are key to shaping your marketing strategy and preparing a new website.
How interviews help with website creation
A new website isn’t just about design. It’s a key sales tool. If you base your content on assumptions, you’ll easily miss the point.
- Website structure: Interviews reveal which information the customer needs immediately and which they need in more detail.
- Content: You’ll understand the language customers use and what arguments convince them.
- Call-to-action: You’ll find out when and how they’re ready to take the next step – submit an enquiry, download a catalogue or make a call.
As a result, the new website doesn’t show what the company wants to say, but what the customer needs to hear.
Real-world examples
Industrial machinery manufacturer
The company wanted a website redesign and emphasised technical specifications. However, interviews revealed that customers were primarily interested in delivery speed and after-sales support. As a result, the website content was revised – and enquiries increased by 30%.
Czech component supplier
The marketing emphasised low prices. However, interviews revealed that customers were looking for supply stability and flexibility with urgent orders. When the company incorporated this information into its website and sales presentations, it succeeded in securing new key clients.
Facts over impressions = a shorter path to results
According to Gartner, up to 77% of B2B buyers describe their last purchase as complex or challenging. This means that every additional obstacle – a confusing website, poorly targeted marketing, irrelevant arguments – prolongs the entire process.
Interviews allow you to identify and remove these obstacles. The result is more effective marketing, a faster sales cycle, and a website that functions as a genuine tool for generating orders.
Why it’s better to entrust interviews to an agency
Customers often don’t open up when asked by their supplier. They’re afraid to tell the uncomfortable truth. An independent third party, however, acts as a neutral intermediary – and that’s when you’ll find out exactly what you need to hear.
At AITOM Digital, we conduct in-depth interviews systematically. We translate the findings into concrete recommendations for marketing, sales and the creation of a new website.
Summary for CEOs and business owners
- Hypotheses cost you time and money.
- In-depth interviews provide you with facts on which you can build your marketing and website.
- Thanks to them, you’ll communicate what customers really need to hear.
How to get started
Check out our webinar on YouTube, where we share specific real-world examples: Webinar recording on YouTube.
And if you’d like to know how to use these interviews specifically for your business, get in touch with us.
AITOM Digital helps B2B manufacturing and industrial companies build strategies and websites based on facts, not assumptions.