Tag Archives: Website Optimization

The Persona Vortex

The first two months of 2014 brought long stretches of extreme cold to many regions in the United States due to a persistent polar vortex. As I sympathized with my cross-country colleagues while looking over the stack of persona research data from the relative warmth of California, I thought about a different kind of vortex – the persona vortex. A vortex is a twisting, spiraling journey down an abyss – hardly an enticing path for b-to-b marketers to take when it comes to connecting with buyer personas. But it happens. For example, when marketers overanalyze buyer personas and define characteristics not useful in the b-to-b buying process, they might gather a lot of information, but not the right knowledge that is critical input into three key go-to-market deliverables: the market requirements document, the messaging and the campaign.

Continue Reading....

Selecting the Right Partner for Your Web Site

On May 29, 1953, Sir Edmund Hillary reached the top of Mount Everest, but he wouldn't have succeeded without his fellow climber, the Nepalese Sherpa Tenzing Norgay. Sherpas had long been known for their positive spirit, strength and mountain skills, and Hillary’s choice of partner was critical to his ability to literally reach new heights. I’ve actually heard b-to-b marketers liken their Web site initiatives to climbing Mount Everest. Very few have all the necessary skills to navigate the journey, so they seek to partner with external agencies specializing in Web technology. With the rapid pace of innovation in Web technologies and Internet marketing, hundreds of Web design and Web development companies are ready and willing to assist, but selecting the right partner can be a daunting task. Here are some factors to consider when choosing a Web partner:

Continue Reading....

The Evolution of Profiling: Asking Less but Getting More

Let’s face it, nobody likes filling out online forms, but when we get something of value in return, then we are willing, provided the form isn’t a mile long. The concept of progressive profiling, introduced a few years back, helps companies reduce form length while still allowing them to gather the data they require. The idea was to combine implicit, behavior-based data (e.g. email open rates, Web site visits, white paper downloads) with explicit information acquired through a sequence of Web forms (vs. just one long form) in exchange for high-value content. Initially, this process helped companies boost form submissions and decrease form abandons. Yet over time, marketers determined that visitors often were unwilling to provide additional information at multiple intervals and that available implicit data did not completely fill the gap.

Continue Reading....

Are You “Working Blue” With Your Marketing Copy?

I see a clear “taking the easy way out” parallel between comedians who resort to profanity instead of carefully honed monologues, and b-to-b writers who use the crutch of profound-sounding “filler” words or phrases. These let us use complete sentences even if we haven’t mastered a topic enough to explain it clearly. They also lull us into thinking we sound reasonable because it’s no different than all the other copy out there.

Continue Reading....

Learning From Outliers

While we’ve all become accustomed to seeing footage of coastal areas being battered by hurricanes, Irene had a surprising impact recently on the northeastern United States. Some places got hit ...

Continue Reading....

Name Your Own Web Domain: Implications for B2B

The Internet Corporation for Assigned Names and Numbers (ICANN) has opened the door to the creation of new generic top-level domains (TLDs). Now, in addition to the 22 existing TLDs ...

Continue Reading....

Why Create a B2B Communications Center?

The need to improve the coordination of communications across an organization is driving large companies to establish communications centers that optimize the function at global, regional and business unit levels; ...

Continue Reading....

Is B2B Mobile Marketing Here Yet?

For at least the past five years, various pundits have breathlessly predicted that each subsequent year would see the widespread rise of mobile marketing in B2B. We’re still waiting. Sure, ...

Continue Reading....

A B2B CMO New Year’s To-Do List

Instead of more new year’s predictions, we present another post on the imperatives B2B executives must address in 2011 to optimize and evolve their business: Relative Targeting. With fast-growing economies ...

Continue Reading....

The Declining Role Of Microsites

In the B2B marketing world microsites have been the workhorse of “adaptive” marketing. Because of their versatility, the ease with which they can be deployed, and their targeted and focused ...

Continue Reading....