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.
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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.
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Category: Rankings & Ratings
Class: Leaders, Laggers, & Trends
Websites Profiled: All Websites on the siteIQ eBusiness Index
- Website Basics | Social media floats all boats — Cisco.com, CA.com & EMC.com catch the high tide
- Navigation & Architecture | IBM.com, Cisco.com & Oracle.com set the bar — and the Networking sites make the grade
- Search | CA slips, Cisco holds, and Dell makes a clean sweep
- Corporate Marketing | Cisco.com gets the checkered flag, while IBM comes in a distant second — and third
- Services Marketing | CA.com and HP.com make huge plays to steal 1st from IBM.com
- Industry Marketing | IBM.com upsets HP.com while Cisco.com is hot on their heels
- Channel/Partner Marketing | Oracle.com’s investment pays off, IBM.com shares the wealth, and CA.com gets the gold