Emotion plays a bigger role in B2B purchases than those of B2C buyers. Risk and reputation are the primary drivers.
2013 Index | Services Marketing Rankings | CA.com and HP.com make huge plays — and steal first place from IBM.com
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.
Social Media Top 10 | Services Marketing | CA.com and Adobe.com take different paths to the winner’s podium
Although most sites struggle to present their services in a coherent context, two sites stand out as social media services marketing mavens: Adobe.com, and CA.com.
The Cisco.com team was just another army writing volumes of services content when they decided to redesign the Services zone in a revolutionary way. They stripped it bare, sent all of the detailed content somewhere else – and focused the new & improved site on what Cisco can do and why customers should care.
Although Sun.com went off the airwaves more than three years ago, there’s still plenty of lessons to be learned from this award-winning Website. Publishing product prices is one of them.
When we set out to take a close look at online registration practices, we already knew that these features were, shall we say, “problem children” for most Website teams. How did we know this? Because we’ve been fielding questions about best and worst registration practices for at least ten years.
A tsunami of new “help me choose” features started hitting Websites in 2007 — and they’ve come in and out of vogue ever since. In this Golden Oldie Case Study we put four “Find a Product” features on Sun.com, IBM.com, HP.com, Dell.com through their paces. Turns out that the best & worst practices we saw then still apply now.
IBM bought itself a new Website for its 100th birthday, the Global Services site seems “hand crafted”—almost as if human beings who like services wrote the content. It’s engaging, snappy, and even a bit assertive. How does IBM do it?
Mirror, mirror on the wall, who has the best Website of all? To find out, we evaluated 23 Websites, stepped them through 1,200 types of content & features, and put them through their usability paces. Then we scored, ranked, and rated each one and put all the answers in this report.
When it comes to professional services marketing, content is key. But as important as the message may be, how it is delivered is even more important. How important? It determines whether or not people read it.