Leaders & Laggers | Marketing

A company’s Website is a powerful medium to educate and woo new customers, increase share of mind with current and potential customers, develop strong relationships with partners, and establish or maintain an excellent corporate image. To achieve this, however, Web teams must optimize a site to deliver five classes of marketing information: corporate, product, services, and community/industry marketing content and features – plus zones that engage, support and promote the company’s resellers and partners.

siteIQ evaluations track and measure over 400 marketing-related criteria and usability issues. Based on our recent evaluations, the best and worst performers in the product marketing category are:

When product marketing is the issue, Cisco.com, Oracle.com, and Nortel.com are the industry’s 5 star performers — and Oracle is a fast mover worth a couple of second looks. Overall, Cisco.com sets the performance standard by meeting all (yes, all) product marketing benchmark criteria, and then clocking in a whopping 78% product marketing usability score. Given this level of performance, Oracle.com didn’t have a chance of declaring victory — but it shouldn’t be ruled out for the future.

Among the sites evaluated, CA.com also stands out as a fast mover that is expanding its product marketing assets to good effect. On the other end of the spectrum, IBM.com’s ranking drop over the past 6 months (from 3rd to 7th) shows what can happen when you fiddle around while other sites go on an improvement jag.

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