The corporate website is the digital face of your company through which you engage with your audience, tell them who you are, what you stand for and share with them your expertise and experience. Now go back and check your website and see if your content is in line with this definition- especially the point about ‘engaging’ with your ‘audience’.
Posts Tagged ‘b2b Customization’
Familiarity Breeds Success!!
Customizing the marketing or sales pitch to match a prospect’s personal taste is a great marketing strategy and one that rarely fails to give desired results.
What’s in the Title
The roles and responsibilities shared within organizations are constantly changing. Hence as marketers and as sellers of products and services it becomes imperative to be on the know of these changes, connecting to the right person with a pitch or query can make or break your future relationship with that organization.
Why Sales is from Mars & Marketing from Venus???
At the recent IDC Directions 2010 conference – there was a lot of buzz about the Sales and Marketing disconnect in organizations and one of the phrases that caught my attention was – ‘Sales is from Mars and Marketing from Venus’.
I have discussed a couple of times on this blog, on how sales and marketing teams can come over their reservations and be more supportive of each other for the greater good of the organization.
Thinking deeper on this I realized that, maybe the title of John Gray’s book is not just a phrase to describe this divide but in some ways can help us understand the underlying reasons for this great divide as well.
The analysis presented in this post are my own observations, and any resemblance to any living species is purely intentional.
If we evaluate and compare the characteristics of these two teams with the main protagonists of Gray’s book – Men and Women, we will see some distinct similarities. Based on my analysis – I can safely say – Sales like Men are from Mars and Marketing like Women are from Venus…
Websites of the Future – Trends to look out for!
A more informed and evolved customer is slowly changing the way companies market their products – customization and customer centric approach is the future trend. How soon you get across to a customer with the information he is seeking is going to be key to the success of any company and its website.
From ‘Website’ analytics to ‘Lead’ analytics
The websites have undergone a major change, going beyond the static online brochure of the organization they used to be, they have emerged as a experiential hub for their visitors – with dynamic content and design that focus on the interests of the visitor giving every visitor a very customized experience.
In this changed scenario the old click statistics don’t help the marketer in understanding the visitor or the purpose of his visit. What marketers now need is a VISITOR SNAPSHOT.
‘Intent’ Inference – Changing The Future of B2B Sales & Marketing!
Being able to find the intent of a website visitor will act as a boon for B2b companies. Since B2b decisions are driven by a lot of research, deliberation, negotiations and by multiple decision makers, knowing whats on your prospects’ mind will help companies to plan their marketing campaigns, Lead management programs around the needs of the prospect rather than their own solution. Actions can be taken in real-time and will save companies a lot of time and resources
Social media revolutionized the way B2C companies , did business, marketed their products and engaged with their end customers. It helped them understand the needs of their customers better.
‘Intent Web’ or ‘Intent Inference services’ will do the same for B2B companies – it will change the way they engage their prospects and pitch to them for business. Intent will drive customization at all levels, bringing the customer back into the focus, giving him only what is relevant to him, doing away with all the information clutter.
