We see it many, many times, we say the same thing as everybody else. We are number one, we are the biggest, here are our products, here are our founders. Websites are now brochures that people pretty much ignore.
They generally are not places where people go to check you out, as the are salesy and say the same as everybody else.
As the Marketing Director of a top 5 US software company said to me the other day. "5 years ago somebody coming to your website was a lead, now it's a lost sale". That's a massive change and turnaround for the buying process and the way us marketers and sales people need to react.
We have written before about how SEO for websites and sending people to your website is no losing it's appeal from buyers as they are not really interested. The shift is to content for the buyer to read and as well intent data.
As the chart shows (multiple responses were allowed), 59% of the respondents indicated it would push them to other suppliers that they already know. But the other impacts are also significant. Buying delays, eliminating you from consideration, no decision, price concessions. None of these things are particularly appealing. (Note: There were 211 respondents to this survey. Not a huge sample, but reasonable. The audience was the Gartner Research Circle–a community of clients and non-clients that regularly participate in Gartner surveys. This was the same audience pool (albeit with an ever-changing member base) as the last differentiation survey).
https://blogs.gartner.com/hank-barnes/2016/02/02/the-impact-of-a-failure-to-differentiate/
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