What if B2B Companies Sold Pizza?

Why do so few B2B marketing stakeholders pay attention to their website conversion rates?  Why are so many B2B marketers hung up on and obsessed with generating more traffic and ‘buzz’ via social marketing and search engine marketing?

If their business was a pizza shop and only 2 out of every 100 people who walked by actually walked in, and for every 100 people who walked in, only 5 bought  some pie, where do you think they should put the majority of their focus?  Finding more people or figuring out why more people aren’t walking in and buying a slice?

Take a quick study of your organization and roughly estimate how much time it spends trying to generate more traffic and followers vs. getting more of your website traffic to convert.

Better yet, do it over a pizza lunch.