How can marketers appeal to the growing number of buying team members? IDG Connect’s Bob Johnson says marketers need to both understand their audiences and develop appropriate content. Johnson spoke with IDG Strategic Marketing Services Director Howard Sholkin….
Sales representatives feel too much marketing material misses the mark when they’re busy preparing for a sales call. IDG Connect has asked technology vendor sales professionals about their use of content. IDG Strategic Marketing Services Director Howard Sholkin asked Bob Johnson about the research…
There’s universal agreement that digital information is very important for vendors and their prospective customers. But, the amount of content is overwhelming for both groups. IDG Connect’s Bob Johnson conducted research this year to better understand how the content could be improved. Johnson spoke with IDG Strategic Marketing Services Director Howard Sholkin about content valued by users…
There’s no lack of information in company websites and that is the problem. IT buyers told IDG Connect that they look for different content (shorter is better) from consideration to final purchase whether it’s a white paper, case study, podcast, or interactive tool. In the buyer research respondents said they find what they want less than a third of the time, half of their success rate of several years ago.
In a BtoB webcast in April 2011, IDG Connect’s Bob Johnson talked about the research and how it applies to marketers creating content and Colleen Buckley explained HP’s “clean sheet” project to substantially change content in its website. Ted Kohnen of Stein Rogan + Partners described the difficulties of content everywhere and presented examples of a few integrated campaigns.
This presentation is available until July 12, 2011.
The Semantic Web: An Opportunity to Make Content More Relevant
The semantic Web is all about “delivering content-in-context” that is relevant to who you are, what you need, and what you are trying to do. Three key elements to consider now: personas, profiled content, and dynamic page rendering.
Don’t simply wait for the semantic Web before you start focusing on these areas. Several tech vendors are already preparing new sites to take advantage of the semantic Web.
Web Site Registration Pages: How They Will Evolve to Enable Behavioral Targeting
We’ve all been asked to fill out forms online and more likely than not, you weren’t 100% truthful in your responses. But what if giving accurate answers served to benefit you? Eventually, personal profiles for email and the Web will reduce the amount of time it takes for individuals to find information that is relevant to their particular needs.
IDG Connect asked IT buyers if they’d be more prone to open an email if they knew the sender had a history of prioritizing content according to the sender’s needs. The answer was a resounding “Yes.”