World-class services marketing requires the Website to start the dialog with the customer’s problem or issue and present services as a solution to the problem. Smart organizations extend this marketing architecture by providing a wealth of content that illustrates the organization’s credentials and forward-thinking expertise.
To assess how effectively a Website markets services, the siteIQ evaluation team identifies and measures 53 types of services marketing content, features and capabilities. (Note: Professional services Websites (business consulting) are measured against 40 features & capabilities that represent business consulting consulting-related navigation requirements.)
Usability reviews focus on how easy it is to find services marketing content; content quality and clarity; and how effectively the site encourages prospects to engage with the company’s salespeople and/or find a reseller or partner.
This case study announces 2013’s leaders, laggers — and fast movers in the Services Marketing category.
Want it to go? Download the report at the bottom of this post.
Services Marketing | Drum Roll Please!
This year’s Services Marketing results delivered a slew of ranking shifts and shocking debuts in what is usually a predictable category.
It isn’t much of a surprise that Accenture.com ranked the highest of the professional services sites at 2nd place. But who could have seen that Cognizant.com would enter the race at 13th place? And who would have thought HP Networking wouldn’t provide a single letter of services marketing on its zone?
Sorry, you have to be a Library Member to access this content.
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
- Product Marketing | Dell.com has the goods, Oracle.com makes them usable, and IBM.com wins it all
- 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