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Identifying, & designing for, a B2B audience

B2B SaaS company

Identifying this B2B site’s key audience, and the role it plays in their purchase journey, enabled journeys, content, IA, and UX, to be tailored to engaging with, and winning sales from, that audience.

The problem to solve

This B2B website, like many competitors, was bursting with content – pages laden with technical jargon, news, blog, white papers – and with navigation based on technology rather than client needs.
Creating content for the site took time and effort, but was it helping win sales?


A series of workshops with stakeholders investigated the audience, the purchase journey, and the role the website plays:

  1. Who are audience?
  2. How is the product sold?
  3. Who are the purchasers?
  4. What role does the website play in their decision?
  5. How can the website support the purchase journey?


The most important audience is senior decision-makers, who know the company already. Their visits to the site are to check for evidence of capability and credibility.

This insight lead to new strategies for content and navigation focusing on that one audience. Gone from the slimmed-down site are pages laden with technical terms. The new content focuses on problems solved, and the resulting outcomes.

4 years later the site is still helping to win sales.

Mapping the existing IA
Mapping the existing IA.
Identifying the most important audience
Identifying the most important audience.
Part site plays in purchase decision
Part site plays in purchase decision.
Strategy to convert key audience
Strategy to convert key audience.
Content meets audience needs
Content meets audience needs.