If your web site was one of your sales reps—out there on the road, entering prospects’ offices, and making his best pitch—would he be a high-performer: informed, thought-provoking, and persuasive? Or would he behave more like the typical low-performer: talking at length about your company’s history; describing products and services in an indiscriminate, “dump truck” fashion; asking unnecessary, tedious questions; making bold claims that outstrip anything your company can actually deliver on? Read More »
Web
The Digital High-Performer
Posted on 15 January 10 by Rob Hamshar
B2B Web Content | Relevant? Yes. Useful? Ummm…
Posted on 5 January 10 by Rob Hamshar
In this day of the attention economy, most B2B companies have bolted electronic publishing houses onto the front of their marketing engines. For many, it’s constructed out of little more than a marketing agenda, a keyword index, and reluctant technical staffers-cum-copywriters. Given its emerging status as the divine path to high-quality sales leads, the online content manufacturing business is burgeoning across nearly every industry. But to the potential buyer conducting research online, this development has been a blessing and a curse, as picking through such a swelling mass of relevant style-over-substance content leads to frustratingly few instances of “I’m glad I read that.” More often it leads to feelings of boredom combined with a vague sense of being misled with hype, slanted content, unsubstantiated claims, and complex arguments. Why? Read More »
Tags: B2B, Creative and Content, Digital Marketing, Sales Support, Web
