siteIQ Best Practice Library • 2013 Index | Product Marketing Rankings | Dell.com has all of the right stuff, Oracle.com makes them usable -- but IBM.com wins it all

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 2013’s leaders, laggers — and fast movers in the Product Marketing category.

Want it to go? Download the report at the bottom of this post.

Product Marketing | Drum Roll Please!

In the grand scheme of things, social media may be a bit player in product marketing—but this year it assumed the lead role in defining the Product Marketing rankings. In fact, if it weren’t for the addition of social media to the siteIQ BenchMarks, the rankings would have been downright tame. And there are more than a handful of sites that would have preferred it that way.