Using PDF’s as Website content—is it ever OK?
After all of these years in meetings with Web teams, I still get that occasional heroic soul who braves the dirty looks from the content management corner and poses the plaintive question: “I just wanted to get your opinion. Is it ok to use PDF documents in place of content on our W...
Continue Reading →Oracle.com & HP.com marketing content | It’s all about me
March 02, 2011
content, eSelling, hp.com, ibm software group, ibm.com, intel.com, Marketing, Navigation, oracle.com, product marketing, services marketing, Social Media, Strategy, sun.com
Why Oracle.com and HP.com have a tough road ahead in the age of visitor-focused content I don’t talk about Oracle.com much. In fact, I speak about them so little that one would be lead to believe that I hold a grudge against them. Sure, they unceremoniously erased one of the best en...
Continue Reading →Lead generation. How to build a better mouse trap.
Most companies need to rethink their online price & lead generation strategies. Ignoring the sales force is the first step.
I can’t quite figure out why so many companies avoid putting prices on their Website. Actually, I do know. The company’s sales force wants to embargo prod...
Continue Reading →You only get one chance to make a bad impression.
May 19, 2010
adobe.com, customer, eSelling, Marketing, mcafee.com, services marketing, Support, symantec.com, worst practice
Why do so many companies start with their support site? Your support site is supposed to be the fount of knowledge for your customers—and a way to prove your excellence to prospects engaged in the buying process. It’s there to solve your customer’s problems. Speed them the infor...
Continue Reading →Why social networks, communities, and Web 2.0 aren’t B2B shotguns
April 07, 2010
B2B buying process, B2B selling, Communities, eSelling, Marketing, podcast, Social Media, social network, Strategy, video, Web 2.0, webinar
The B2B buying process hasn't changed in 30 years. But new social networks, social media, Web 2.0, and communities are changing the B2B selling game. ...
Continue Reading →Why personas don’t work
Most Web teams think that developing personas is the key to successful Website design. The real power is in using them during the B2B buying process....
Continue Reading →Sales Chat: Tipping points and moments of brilliance
Once upon a time, online sales chat was the purview of the few, and it took a lot of evangelism to get management’s attention. Today, it’s a different game. Sales chat has ceased to be an innovation that delivers a competitive advantage — and is well on its way to a tipping ...
Continue Reading →Why Tech?
March 06, 2010
channel marketing, Communities, corporate marketing, Design, ecommerce, eSelling, hp.com, partners, product marketing, services marketing, Support, website design, website traffic
A lot of people ask me why we focus on technology sites. The reason is simple. Good (and even great) IT industry Websites have something to teach everyone....
Continue Reading →No way to run a railroad
October 29, 2009
best practice, brand, budget, corporate marketing, dell.com, ebusiness index, eSelling, good practice, ibm.com, investment, Strategy, training, website rankings, website trend
In these tough economic times, its easy to yank Website budgets. But look before you cut. A lot of damage can be created when a company expects its Web teams to constantly fall on their budget swords and operate a site on a quarter to quarter basis. A 3 year look at IBM and Dell will ...
Continue Reading →A funny thing happened on the way to the forum(s)
Companies operating online communities are going in two directions. Of these, brand and social media marketing communities are trickier that most companies think....
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