Web usability expert Jakob Nielsen offers a great suggestion in a recent issue of his AlertBox.

B2B sites ARE different from consumer sites because they must support a longer, more complex buying process.

He suggests: create an “Advocacy Kit” to help your information-seeking site visitor convince the Big Boss that yours is the solution.

Specifically, give your visitor the tools he or she needs to create a persuasive internal memo or presentation. For example:

– short white papers laid out on a Web page (instead of in PDF format) so they can be cut & pasted into a Word doc

– downloadable tables in Word

– downloadable PowerPoints with a neutral background so they can be imported into the presenter’s corporate template

Nielsen’s April 26, 2004 Alertbox B2B: Help Your Fans Convince Their Bosses