Product marketing is the cornerstone strategy for most Websites—and success requires a complex ballet of relevant content, features, and capabilities that are easy to locate and give potential buyers the information they need to educate colleagues or make a buying decision. Best-in-class product marketing behaviors deftly handle cross-selling and up-selling—and provide clear paths for users to engage with a salesperson or purchase products online.
To assess how effectively a Website addresses this class of information, the siteIQ evaluation team identifies and measures 87 types of product marketing content, features and capabilities.
Usability reviews focus on how easy it is to find product marketing content; content quality and clarity; and how effectively the site encourages prospects to engage with the company’s salespeople, find a reseller, or purchase online. This case study announces 2015’s leaders, laggers — and fast movers in the Product Marketing category.
Product Marketing | Drum Roll Please!
IBM.com comes up as the Product Marketing winner, but there is a cadre of sites that have IBM.com in the crosshairs for that first-place spot. HP.com, Oracle.com, Cisco.com, Adobe.com, and SAP.com are making headway up the rankings (in that order), but only HP.com and Oracle.com have the oomph to get to the top spot.
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About the siteIQ eBusiness Index
siteIQ evaluated the twenty-three Websites listed on the 2015 siteIQ eBusiness Index. These Websites are categorized into six industry-specific segments including:
- Business Software (Adobe.com, Microsoft.com, Symantec.com, Citrix.com)
- Cloud (Salesforce.com, Netsuite.com, Netapp.com)
- Enterprise Software (CA.com, IBM Software, Oracle.com, SAP.com)
- Enterprise Systems (Dell.com, HP.com, IBM.com, Apple.com)
- Network Systems (Brocade.com, Cisco.com, Juniper.net)
- Professional Services (Accenture.com, Cognizant.com, IBM Global Services)
These in-depth evaluations were conducted using the 2015 edition of the siteIQ eBusiness Index Best Practices Benchmark.
This benchmark identifies and tracks over 1,500 types of content, features, capabilities, navigation, and design elements that represent current requirements for typical IT industry Websites. These requirements are organized into 18 categories that correspond to different areas of a Website and site-wide utilities.
During these evaluations, siteIQ analysts also score each site based on 140 metrics that measure usability & effectiveness from the visitor’s point of view. These metrics align to the 18 categories mentioned above.
The 2015 evaluations were performed during the fourth quarter of 2015 and released in 2016
Category: Index Rankings
Class: Website Reviews and Rankings
Websites Profiled: siteIQ eBusiness Index Websites
Index by Category:
- Navigation & Architecture | IBM, Cisco, and Oracle rule the navigation roost
- Search | Cisco hits the trifecta while Dell and IBM search for footing
- Product Marketing | IBM makes a clean sweep while HP and Oracle follow behind
- Services Marketing | HP.com hits the ranking trifecta while IBM and Cisco trail behind
- Channel Marketing | IBM and Oracle duke it out for first place with surprising results
- eCommerce | Dell hangs onto 1st, while Apple and Oracle steal 2nd and 3rd
- Call To Action | Dell leaps up to first, Symantec slips down to second, and Cisco slides into third
- Support | Dell, IBM, and HP play king of the hill
- Training | IBM is king of content but EMC is queen of usability
- Product Marketing Rankings | Dell.com has all of the right stuff, Oracle.com makes them usable — but IBM.com wins it all
- FieldNote: IBM PartnerWorld’s mega menu is more than links – it’s marketing
- Social Media Top 10 | Product Marketing | CA.com & HP Software get “best of the best” nods & Dell.com aces usability
- Why HP.com’s “Meet the Experts” is a moment of brilliance
- Website Launch: Oracle.com’s “lean forward” playbook emerges
- Website Launch: Why Oracle.com’s stealth launch is a B2B game changer
- Oracle.com & HP.com marketing content | It’s all about me