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

Related Research:

Index by Category:

Winner’s Circle

1. IBM.com

3. HP.com

3. Oracle.com

copyright © 2015, siteIQ
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