If your website is like that of most B2Bs, your “News” or “Press” section is somewhat of an afterthought. It’s like, “OK, finally we got all the important (product/service) content done; now what can we throw in under ‘News’ so we can get this puppy launched?” Too often, that ends up being […]
Continue Reading Add comment June 11th, 2008
Like every organism in nature, your company is constantly evolving: developing new products or services, addressing new markets, changing its image to the world (aka branding). That means that your website – as the company’s “front door” these days – absolutely must evolve to keep pace. Few things are more off-putting to […]
Continue Reading May 5th, 2008
In his posting “What Works in B2B Technology Marketing”, Tom Pick over at WebMarketCentral has provided a nice summary of Marketing Sherpa’s free whitepaper, Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. (The whitepaper itself distills the complete Benchmark Guide, which is available for a fee […]
Continue Reading April 23rd, 2008
You may have seen some of our postings summarizing industry forecasts for increasing industry online ad spending …recession or not. (See, for example, B2B Online Marketing Budgets Set to Rise Again in 2008 and Microsoft’s Yahoo Bid Reveals Confidence in Online Spending Growth.)
Of course, “industry spending” is simply the summation of many decisions taken […]
Continue Reading April 16th, 2008
Websites are by nature evolving beasts. Initially, it may be a struggle just to get enough solid content to fully describe your B2B’s offerings in a way that captivates your prospects (and gets sufficient attention from the search engines). Then you need to win the battle to keep it all fresh. Once […]
Continue Reading April 10th, 2008
If you’re like most B2B marketers, you probably would choose webcasts almost every time as the preferred means to influence your prospects; they’re visual and provide a richer, quasi-personal means of communicating your message to your prospects. Chances are, you do white papers – if at all – primarily because your competitors do, […]
Continue Reading Add comment March 28th, 2008
We see so many websites that read much like print ads or brochures: going on and on about the virtues of the company and its products or services. Phrases like “leading”, “most flexible”, “best-performing”, “cutting edge”, “best practices” and other such superlatives appear to elbow each other for more and better page space.
Not […]
Continue Reading Add comment March 18th, 2008