B2B: Help Your Fans Convince Their Bosses
Jakob Nielsen has advice for B2B websites:
"Build a reputation for being easy to do business with and for standing by your products with great service. This is where the Web shines: you can provide excellent post-sales support online at a fraction of the cost of older methods. Unfortunately, most of the support sites we've tested fail the challenge, probably because online support is mistakenly seen as a cost center rather than the Web's main brand-building opportunity."