siteIQ • Marketing

Part 2 in a blissfully short series (that’s a little longer than I expected) In my last post, I shared why usability is really a tale of two cities and why dotcom teams need a totally different usability view than the stakeholders who own different parts of a Website. In this post, ...

Usability: a tale of two cities (and why you should care)

February 21, 2012

best practice, Design, Marketing, Strategy, Usability, website design

(Part 1 in a blissfully short series) We are putting the final touches on a new report that ranks and rates leading IT Websites based on how effectively they achieve critical design & business goals (at siteIQ we call them usability “dimensions”). You know what those are. Thos...

Oracle.com & HP.com marketing content | It’s all about me

March 02, 2011

by Kenna Dian

content, eSelling, hp.com, ibm software group, ibm.com, intel.com, Marketing, Navigation, oracle.com, product marketing, services marketing, Social Media, Strategy, sun.com

1 Comment

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...

The New Cisco.com | Why Cisco.com’s Latest Redesign is a Stroke of Brilliance

November 12, 2010

cisco.com, Marketing, Navigation, Usability

20 Comments

Last month Cisco released the latest evolution of Cisco.com, and the results are nothing short of amazing. Visitors taking a quick spin around top levels of the site will notice obvious improvements. The introduction of a more vibrant color palette. Updated page layouts. A new toolbar...

Lead generation. How to build a better mouse trap.

August 30, 2010

best practice, ecommerce, eSelling, lead generation, Marketing, product marketing

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...

The borg, the butterfly, and the problem

August 26, 2010

brand, Marketing, Strategy, website development

Most stakeholders see dotcom Web teams in two flavors: the "borg" (you will be assimilated) and the "butterfly" (this is the latest trend and we need to capitalize on it). Neither are focused on a problem from their stakeholders' point of view....

You only get one chance to make a bad impression.

May 19, 2010

by Kenna Dian

adobe.com, customer, eSelling, Marketing, mcafee.com, services marketing, Support, symantec.com, worst practice

3 Comments

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...

Communities – and the law of unintended consequences

April 30, 2010

Communities, Marketing, Social Media, worst practice

1 Comment

Operating any community without an army of well-trained moderators is a great way to destroy your brand. Once upon a time, companies thought they could stem the tide with some sartorial splendor. Today, even more damage can be done with a pair of fuzzy slippers and a laptop at home....

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

1 Comment

B2B. Buying. Selling. Strategy. Social Media. Marketing

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. ...

The social media marketing director: high speed, low drag

February 17, 2010

brand, Marketing, RIM, Social Media, social network, Strategy

Putting a short shelf life on the social media director career path can eliminate the kinds of silo behaviors and infighting that already plague too many Web teams. It's an unpopular concept that makes good business sense....