Crossing the Chasm For Geoff Moore

August 29, 2011 by

My experiences as one of Geoff Moore’s first chasm test cases
certainly taught me a lesson about confronting
my client’s new-technology launch.

My very first project as a principal at RMI (Regis McKenna Inc) was as the team leader on the launch of a client’s new thermal-wax color printer technology.  

It was a year before Geoff Moore, a partner at RMI, would publish Crossing the Chasm. He approached me to alpha test his still-under-development chasm models. As he explained his ideas and concepts about this “chasm,” I became excited about the potential benefits it could bring to B2B-technology-marketing practitioners like me. My client’s pending launch seemed the perfect test bed.

I Go Head-to-Head with One of the World’s First Chasms

In those days, RMI methodologies defined what product-launch marketing and PR strategies and tactics were. The firm’s market relations® processes and techniques had launched all the major high-tech players, and went on to create — virtually single-handedly – the brand “Silicon Valley.” Dataproducts, my client, certainly had great expectations Read the rest of this entry »


MarkeTech Focuses Survey on Social Media Results

August 21, 2011 by

A new survey of B2B wireless industry sales executives targets online social presence’s ROI.

LOS ANGELES — August 28, 2011 — MarkeTech, a leader in innovative social media strategies and tactics, today launched its B2B “Online Presence” survey of the B2B wireless industry. The objective of this second annual survey is to establish benchmarks in social media practices that are evidenced by actual sales results.

The landmark survey’s protocol requires that only sales executives participate in this survey. Participants who complete the survey before 30 September 2011 will be the only ones who receive the final survey report. According to MarkeTech, the full survey results will not be made public. As with last year’s report however, participants can use and publish the data.

The survey’s benchmarks focus on social networking and media channels that yield an identifiable ROI (Return On Investment). “We need some honest metrics of what B2B wireless organizations are actually getting from their investments in social media,” states Patrick Potega, Chief Strategic & Tactical Officer (CSTO). “Is social networking monetization delivering on its promise? Sales executives have a right to expect an ROI that translates into measurable lead gen, conversions, and bottom-line revenues.”

MarkeTech expects its survey findings to empower sales-force executives to:
· Learn in which social media channels their real dollars and time are worth investing
· Find out whether their current online presence is under-performing in generating leads and conversions
· Make better-informed business decisions about their current and future social media strategies and tactics

Joan R. Naidish, MarkeTech’s president, indicates that the firm is conducting this research because “Available survey information is heavily biased toward B2C online social media. Also, there is growing evidence in the B2B segment of the wireless industry that those B2C social networking models may not be working.”

About MarkeTech
Since 1979, the MarkeTech team has been creating and implementing innovative business development solutions to its B2B wireless industry clients’ marketing and business-growth challenges.

Relevant blogs: 
   Tactics for Generating B2B Sales Leads 
   LinkedIn Works for B2B Sales Prospecting 
   Email — Workhorse of B2B Lead Gen & Conversions

Contact Info:
Joan R. Naidish
P: +1 (818) 883-9895 (PDT)
F: +1 (818) 883-5706

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Email — Workhorse of B2B Lead Gen & Conversions

August 17, 2011 by

Statistics support the important sales pipeline role of email

clip_image002Email — whether an individual-to-individual communication, an email blast, or bulk email that’s personalized — is a mainstay of B2B lead gen and conversions. Our sales pipelines would just never work without email.

Here are some stats that express the important role email plays:

  • clip_image0033 billion worldwide email accounts
  • 107 trillion emails were sent in 2010
  • 30 million emails sent each day
    • Businesspersons send 33 per day
    • In 1985, 90% of all emails were business related, while only 8% were in 2010
  • 89% of all emails are spam

More and more, email is becoming recognized as a social media channel. As such, the emphasis on quality content and frequency (distribution QoS) are key attributes in making email work for your B2B organization.

Guest blog submitted by:
Data courtesy Fast Company magazine (

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Tactics for Generating B2B Sales Leads

August 14, 2011 by

MarkeTech’s New Interpretation of B2B Survey Data

How other B2Bs are generating qualified leads was surveyed by eMarketer over a year ago. While the data are a bit long in the tooth, the results deserve a revisit. One reason is that useful data on the topic for B2Bs is hard to find in today’s B2C-focused research landscape. I also want to look through a different lens at this survey’s interpretation of how B2Bs perform lead gen.

Here are the survey results:

eMarketer TABLE 2

MT Tactics TABLE notes

The chart reveals methods and tactics employed by surveyed B2B sales professionals to generate qualified sales leads. The issue is whether or not the outcomes cited reflect the maximum sales leads each tactic can deliver. I have taken the original survey chart and supplemented it with three variables: Frequency, Cost, and if the tactic was Outsourced or not.

  • Frequency is repetition of the tactic. For social networking sites as an example, the “Low” frequency rating indicates that posting to and monitoring a social media site didn’t happen often enough. Therefore, the 42% survey result is below its potential for achieving maximum sales leads.
  • The Cost column interprets the survey scores by money and time invested. The “Medium” expenditures can also contribute to the underperformance score of social networking sites.
  • In the Outsourced column, the values shown are to be interpreted as who implements the tactic. “No” indicates the company performed the tactic in house, while “Yes” identifies an outside source. As to the example of social networking sites, the interpretation is that the company likely performed the work in house. Results would be better if it had been outsourced.

Therefore, social networking sites’ low performance was likely because it was done in house. Further, the effort was only moderately funded, and not performed frequently enough to generate every available sales lead.

MT Survey ImageComplete the survey form before 30 September 2011!
Our 2nd Annual “Online Presence” Survey focuses exclusively on the B2B wireless industry.

An overview of the chart indicates a transition from top to bottom depicting decreasing performance attributable to frequency, cost factors, and/or incorrect use of in-house or outside resources.

Outbound Prospecting
It’s no surprise that tried-and-true outbound prospecting tops the preferred-methods list. It’s an in-house activity that requires virtually no outsourcing (no outsourcing’s $$ overhead can skew cost-per-lead). The high frequency (number of times outbound prospecting is performed) should also be considered in my interpretive view). In the hands of a capable sales professional, outbound prospecting results in unparalleled lead-gen.

The company website as a lead-gen source, as I interpret its functionality, is essentially the usual online form (RFI, or even RFQ). It’s a semi-passive resource that, except for the costs (time and $$ to update the site), reliably pulls site visitors into becoming prospects. Please don’t slam my seemingly shallow interpretation here of the typical B2B website…the emphasis is on its passive and low maintenance aspects. The frequency here is medium, based on content updates. Cost is rated as medium, but that can vary based on whether the site updates are done in house or outsourced (either/or options are both shown).

Inbound Calls
Inbound calls come in third place which, again, is no surprise. Sales personnel are expected to turn every incoming call into a lead or conversion. I know the drill, and I have sold my family members my firm’s products and services…I just can’t seem to turn phone selling off! More to the point, as with outbound prospecting and the company website, the cost-per-lead is negligible and no outsourcing is required. The frequency here is variable, but we’ll consider it moderately repeated daily.

As the survey chart continues its lead-gen categories, the implications of outsourcing instead of in house, as well as cost and frequency, take on real meaning to me. My B2B business development firm specializes in the marketing and PR lead-gen methods and tactics of the bottom five on the list.

Email Campaigns
When it comes to email campaigns, my hypothesis starts to take on more meaning. The interpretation of what an email campaign is can range from using email blasts, to leveraging highly-personalized bulk emails sent to a well defined audience. Since the type of email program is unknowable from the survey, I’ll leave the interpretation to you. While email campaigns can be and are performed in house, as often as not they are outsourced and medium costs are incurred. Frequency: not very often may be the most realistic answer, but let’s say low, at once a month for argument’s sake, especially if the activity is outsourced.

Events and Tradeshows
Events and tradeshows are certainly well understood as to not only their low frequency, but also to their affordability. Generating a qualified lead from a tradeshow is pricey. In my interpretation, most all of the activities involved in event participation are outsourced.

Social Networking Sites
In my view, social networking sites as a lead-gen tactic being so far down the list suggests several interpretations:

  • Frequency, as a B2B company’s ability to achieve reliable and consistent repeatability of fresh content, is most likely a key contributor. If you are on Twitter or Facebook, you simply must hammer at it daily. LinkedIn participation is even more important when it comes to being social every day – don’t limit your activities on LinkedIn to just low-cost lead-gen research.
  • Social media is best outsourced – no, I’m not trying to drum up business. Unless your in-house talent is hand-picked for its personnel’s social networking skills, trying DIY to generate qualified leads from your online presence will invariably cause the low scores shown in the eMarketer survey results.
  • Social networking is an investment pit. It’s not just the money…it’s the time. Unlike your passive website that is run through the carwash and hot-waxed now and then, social media requires 24/7 real-time involvement and participation. The costs go from low for research and lead gen, to high for social participation and customer acquisition.

For the record, eMarketer in an adjacent survey identifies “social networking sites” as LinkedIn, Blogs, Facebook, Twitter, and YouTube for lead prospecting and research. Blogs also, while not discussed here, should never be an infrequent post.

Note that this blog does not evaluate issues such as which of these social sites were used by survey participants. If they used only YouTube and Twitter, the low-performance results in a chart would be understandable.

Are the commitments to outsourcing and investments to achieve sufficient frequency worth the number (and quality) of leads generated? In my previous blog, eMarketer and HubSpot surveys both show that B2B participation on LinkedIn is not only growing, but that it’s a productivity winner in generating prospects and actual customers.

Direct Mail
Direct mail (or what I call a blast from the past) is seeing resurgence these days. Okay, it’s pricey, and you can’t really validate that anyone opened your mailing piece (as you can with email). But what else can you do when your list’s email addresses bounce? I like direct mail because it creates a nice perception of the sender when done professionally. But, to see the results in this survey that direct mail produces as many qualified leads as online social networking either reinforces how poorly B2Bs are performing social media, or that someone stuffed the ballot box on behalf of direct mail. I suspect it’s not really the ballot box. Direct mail is rated low in frequency because, like email, it works best as an ongoing campaign. The medium cost in the table would then change to high for a campaign.

Last on the list are webinars. I flinched when I first saw how miserably the B2B sales professionals rated webinars’ ability to generate qualified prospects. Further analysis, however, leads me to consider that webinar production is complex (i.e., costly). A successful quality webinar requires outsourcing (I’ve seen enough of those in-house DIY webinars to know that they damage a company’s brand). The script, PowerPoint visuals, press release, database building, invitations/RSVPs and an email campaign – to name most of the big items required for a successful webinar – should all be performed by experienced pros (okay, this time I am blatantly plugging MarkeTech).

This interpretation of the survey’s findings does hopefully add a new dimension to the data. Here are some quick pointers from someone who puts her company’s brand, reputation, and livelihood on the firing line with clients. My team puts its collective fannies on the line every day in creating lead-gen strategies, then executing the very tactics covered in this survey.

Consider the following:

  • The complexity of your product/service correlates with the cost and number of different tactics you’ll want to employ
  • There is no one tactic that will capture all available prospects. Your target audience is scattered (almost willy-nilly) across the Internet. You should shoot for an online presence that causes them to encounter (sometimes stumble upon) you
      • As a subset of a web-diversified audience, is the same multiple-exposure paradigm that applies to advertising. Your pipeline requires repeated exposures. Some schools of thought hold that as many as 20 exposures are needed to close a prospect
  • Every lead-gen tactic in the survey can – and should – interconnect with the others. Over time, a mashup will evolve as a mix of tactical methods that works best for you
      • Your mashup is not limited to the items in this survey. White papers, feature articles, press releases, case studies, etc., aren’t even mentioned but deserve your attention. Good content is king
  • Put particular emphasis on video. Cisco projects that, by 2015, video will account for 66% of all network traffic. Webinars and other video content are the future

Speaking of surveys, have you completed the survey form for our 2nd Annual “Online Presence” Survey? We’re the first to focus exclusively on the B2B wireless industry.

LinkedIn Works for B2B Sales Prospecting

August 12, 2011 by

With a growing membership of 120 million worldwide (40 million U.S. members), survey data indicate that LinkedIn is becoming the preferred social networking site for B2B sales prospecting and customer acquisition.

HubSpot’s 2011 State of Inbound Marketing survey reports that 61% of B2B respondents state that they have acquired a customer using LinkedIn. The site, according to survey results, significantly outperforms Facebook and Twitter by 20% and 22%, respectively, for B2B sales lead generation and new customer acquisition.

Hubspot Customer acquisition

eMarketer’s 2010 B2B SalesPulse Survey reports that, among U.S. B2B sales professionals surveyed, the most effective social network for prospecting and research is LinkedIn. The site’s effectiveness has, according to OneSource, translated into a significant increase in usage. Nearly half, or 47.8%, of the respondents say that they use LinkedIn more now than compared to a year earlier. An additional 14.7% of previous users will continue with LinkedIn for prospecting and research. Combined, 62.5% of B2B respondents find LinkedIn useful for prospecting, a statistic nearly identical to HubSpot’s 61%.

eMarketer Chart

These findings point to the benefits and tools that LinkedIn offers companies marketing and selling B2B.

See my next post Tactics for Generating Sales Leads.


MT Survey Image Complete the survey form before 30 September 2011!
Our 2nd Annual “Online Presence” Survey focuses exclusively on the B2B wireless industry.

The Press Release: Is It Really Dead, or Are We Still Pretending?

June 27, 2010 by

Social Media, having its licks at the traditional press release, may be doing more harm than good.

Two days ago, the PR Snoop spent some time on the PitchEngine website. He went there to see for himself what this Social Media Release (SMR) site offers that might provide a viable alternative to the good ole press release. PitchEngine’s founder states that “The traditional press release is dead. At least, to us it is.” The PR Snoop is also an admitted staunch proponent of the-press-release-is-dead faction in the PR industry. Therefore, he had high hopes that this social-media site had a solution that would finally allow everyone to finally bury the corpus delicti that continues to walk the earth as some sort of walking dead.

With that background, here is what the PR Snoop posted on PitchEngine in real time on that website as his “social media release.” It is tied into his previous guest-blogger post on the MarkeTech website, which you can view here.

“PR Snoop Continues to Snoop

“Revisits Breakfast at BusinessWire Findings

“In my April 13, 2010 blog on MarkeTech’s website (, I flat out stated that “the press release is really, really dead.” Now I have discovered PitchEngine. I’m in the process of writing my very first SMR (Social Media Release).

“What I see on the screen looks exactly like the form I routinely fill out on BusinessWire and any other press release distribution site. Unfortunately, when I complete this release, there will be no distribution by PitchEngine. I will have to do all the heavy lifting. I’m not even entitled to receive a Google search. WHAT!? Don’t the bots search this site?

 “Now I must admit that I can add images, a Twitter Pitch, and something called “News Facts,” but I know that I can do all of that in the good ol’ fashioned press release. I keep asking myself “what’s the big deal about PitchEngine?” They don’t pitch, I do. They don’t distribute. I do. They don’t SEO. I have to. So how have things gotten better with Social Media Releases which this company claims replaces the traditional press release?

“I’m not one to snap to hasty judgments, so as I continue to type into this standard press release form that I’ve seen a thousand times, I’m going to cross my fingers and wait with the proverbial “baited breath” for the social media miracle to happen to this otherwise arcane document.”

After the PR Snoop’s aforesaid experience, the issue is still one of whether the traditional press release is really dead. Have we really slain the beast and laid it to rest once and for all?

Here’s an update to the PR Snoop’s activities. The next day there was a hit on Google and Yahoo! search results, as promised by PitchEngine. He also has a Press Room on PitchEngine ( as promised.

Press Rooms and Pitches

PR Snoop must admit to a certain level of ho-hum about the press rooms. After reviewing a dozen or so, they are rather flat pre-formatted cookie cutters of each other. Most of what is there is routinely seen (usually done better) on corporate website “Press” pages. More to the point, the content on every press room visited was plain ole press releases. Very little social implications, except for links to the usual “SHARE+” Internet locations (a la bookmarking, syndication sites)…again, as routinely found on any half-decent B2B website. There was a comment field appended to each press release on the dozen press room pages the PR Snoop visited, but no evidence that any visitors had posted comments.

When the PR Snoop first arrived at PitchEngine, his mental image of what the name implied was that the site was somehow going to provide its subscribers with new ways to “pitch” journalists and their ilk. Other than a tepid acknowledgement that there’s something called a press room, there’s little discernable that PitchEngine does to either push its subscriber’s messages to targeted journalist audiences, or to pull those much-cherished writers/influencers to the PR Snoop’s press room.

After all, the PR Snoop clearly read that “unlike press release and wire services, Pitchengine: [sic] Helps you broaden your audience beyond the journalist to reach bloggers, investors, consumers and other influencers on the social web.” Granted, the sentence before cautioned me: “Don’t think of PitchEngine as a distribution service.” So, the PR Snoop should have known that all social promotions, distribution activities, and syndications are his own responsibility. Personally, press release distribution provider PR Newswire’s MultiVu has a document page view [example at], with a cleaner look and more appealing social-interactive capabilities (albeit, no apparent “press room”). Worth a visit to download a couple of cool fireworks photos!

The PR Snoop Challenge

Also, PitchEngine did indicate that it provides “…a way to package all of your PR assets (like a press kit) in one concise, easy to share package – the social media release (SMR) – that you can edit and make changes to even after it’s been made live.” Here’s the PR Snoop challenge: create a standard press kit that includes the usual documents such as a fact sheet, case study, company backgrounder, and let’s throw in a white paper, all using the limited document-creation tools PitchEngine provides. The challenge stems from that, only by creating the press kit source documents on the PitchEngine site do those documents become editable and changeable.

Let’s extend the challenge to then consolidate (“package”) those document files into a press kit, so that a press pro can capture the entire press kit. Even if one were to discover a way to package an entire press kit on this site, there is no obvious way to download any document from the press room, unless you manually select text then copy/paste it into your text editor, i.e., MSWord. Ironically, there is a specific hypertext to download the subject company’s logo. Good luck!

The Same Hackneyed Press Release

PR Snoop’s position on the press rooms is that they are little more than slightly-social, user-interactive storage space, and corporate clients can get that free, or for a fee, most anywhere these days. PR Snoop is not slamming the press rooms, per se. These “social media” sites perpetuate the same hackneyed press releases that have been around for literally a hundred years. The old press release isn’t dead, nor is it wearing anything more than the emperor’s new clothes in its posing as now new and social.

In conclusion, the PR Snoop is underwhelmed by today’s SMRs (aka SMNRs, SMPRs, blah, blah, blah). His examples of PitchEngine or any other service are not to cast aspersions on what they’re doing. Those examples only point out that the social aspects of today’s press releases are mundane links to social sites…as window dressing to the same stale news/information documents that we all thought were dead. Compelling content is still not there, and these sites provide nothing to address that. The documents displayed on SMR websites are what they always have been – just ordinary press releases. Neither PitchEngine, nor PR Newswire, caused that…but they do have to stop pretending that these core documents do result in better social and editorial pitch outcomes.

The real risk here is that the marketing/PR industry doesn’t evolve the core press release to be more social. If our need to find a viable, sustainable, marketable and user-compelling press release alternative is to accept what we currently have, then all we’re really doing is continuing to claim that we’ve killed the old press-release beast, without an exit strategy.

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Other Related Blogs

Breakfast at Business Wire

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Battery Safety — It’s Just Not Fair

May 29, 2010 by

I picked up the LA Times and once more read that HP has announced yet again another laptop battery recall. Our firm uses this brand, and once more our personnel are being exposed to volatile battery pack angst.

I am intimately aware of the possible consequences of ignoring my responsibility as a consumer responding to a battery recall, because the risks of battery fire or explosion are real. I know it, yet I resent it.

Here’s why:

  • MarkeTech’s involvement in the mobile computing industry’s safety efforts with the SMBus (Smart Battery Bus) battery specifications and standards. I attended the presentations (and even made a few) that invariably included videos and photos of battery fires and explosions.
    • I resent the outcomes of my and others’ work. Except for a rare few, the battery and battery-powered device manufacturers didn’t fully implement the SMBus standard. Too expensive.
  • I patented a number of battery-safety solutions that not only solved the problem for future battery packs, but also improved the safety of legacy batteries already in use. No takers for new technology that would have added less than a dollar to the retail price (usually, over $100) of a laptop battery pack. Too expensive.
  • I spent an inordinate amount of time traveling the globe to include battery-safety provisions in the commercial aviation industry specifications for passenger devices.
    •  After an onboard computer-device fire, a major conflagration at LAX involving pallets of L-Ion batteries, recalls of battery packs in the laptops pilots and crew were bringing aboard, and letters from the battery industry…these weren’t enough evidence of the safety risks. Instead, the safety issue was put to rest by an FAA safety officer “proving” that laptop battery packs didn’t combust or explode by using his backyard barbeque as a test lab! Oh, yes, let’s not forget – especially in commercial aviation, implementing safety is too expensive.

Today, I am responding to this second recall. Once again I’m spending time collecting battery pack serial numbers, logging on to the HP website, hunting down the exact product model (is this a zv5000 or zx5000?), then scanning an extensive list of battery serial numbers, blah…blah…blah. I resent it.

Yes, this reads like I’m venting. But, it’s supposed to be the darned battery that vents when it’s in a pre-failure mode, instead of me having to help clean up avoidable outcomes by responding to yet another recall.

I think I did more than my part to help avoid, or at least minimize, these recalls. Recalls are certainly the least expensive route, but…it’s just not fair.

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 Other Relevant Blogs

The Benefits of Specs and Standards Marketing
David v. Goliath:  Specifications and Standards
Code Word “Interoperability:”  Danger Will Rogers!

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The Benefits of Specs and Standards Marketing

May 21, 2010 by

I grew up in a technical environment. My Dad, a mechanical engineer, VP of Manufacturing for ITT Europe, and disciple of William Edwards Deming, was always reminding me about the importance of science and technology. (That’s probably why I wound up working in high tech and then founding MarkeTech.) Many years ago he sent me the following.

“How Specs Live Forever (author unknown)

“The U.S. Standard railroad gauge (distance between the rails) is 4 feet, 8.5 inches. That’s an exceedingly odd number. Why was that gauge used? Because that’s the way they built them in England, and the U.S. railroads were built by English expatriates.

“Why did the English people build them like that? Because the first rail lines were built by the same people who built the pre-railroad tramways, and that’s the gauge they used.

“Why did ‘they’ use that gauge then? Because the people who built the tramways used the same jigs and tools that they used for building wagons, which used that wheel spacing.

“Okay! Why did the wagons use that odd wheel spacing? Well, if they tried to use any other spacing the wagons would break on some of the old, long distance roads, because that’s the spacing of the old wheel ruts. 

“So who built these old rutted roads? The first long distance roads in Europe were built by Imperial Rome for the benefit of their legions. The roads have been used ever since. And the ruts?

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Social Bookmarking Spreads Awareness of Your Business

May 17, 2010 by

Social bookmarks are links to websites or web pages that are stored (bookmarked) by an online user for easy future access. Anyone can bookmark one of your site’s pages by posting its URL (often with a comment) on special social bookmarking sites.

Capturing these “favorites” is one of the most effective and easiest methods to popularize your website. Web consultants always include social bookmarking as a “must-do” strategy in an overall web optimization plan that produces increased awareness of your company and its products/services.

As part of your strategy, your site's pages should include tools that invite visitors to bookmark.Your social bookmarking tactics should include writing a concise (25-40 word) description of your business for use on the social-bookmark posting websites. Often the bookmarking site will provide a profile listing area where you can post your company description. Effective text might come from your customers’ comments on your products. Product reviews are another resource for compelling bookmarking text. Blogs about your business or products are yet another source. You should write the bookmarking text in your own words. Be open with your audience and crystal clear in your bookmarking description. That helps in building trust and long term relationships with your site visitors.

You’re going to social bookmarking sites and bookmarking each of your web pages is fine, but that alone will not produce satisfactory results. You will need to develop additional ways to make your social bookmarking more effective.

As part of your feedback strategy, your site’s pages should include tools that invite visitors to bookmark. Provide feedback tools that make it easy for visitors to make comments and give feedback about your products and services. To make this process easy and convenient, you can place a social bookmarking widget on every page. Widgets are available online, and many of them are free. Here’s the URL
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It’s Time for a New Website: Key Indicators

May 7, 2010 by

“How do I know when it’s time to build a new (or to refurbish the) company website?” It’s one of the most asked questions of MarkeTech.

 The key indicators break out into three areas:

  1. Decline in productivity of the current website
  2. Changes within your business
  3. Technological advances in website development

The first one is measurable. There are plenty of site-diagnostic tools that will produce reports on changes in viewership, the quality of links to your site, amount of syndication, etc. Such tools will give you data, but analyzing what’s wrong can sometimes be tricky. Does the data point toward a new website look, or is it your content that is the culprit? MarkeTech’s Ink Quotient™ tool focuses on content metrics, for example.

Changes within your business can justify a new website. That’s especially the case if there’s been a sea change in your marketplace, such as a shift in buyer preferences. Perhaps you’re about to launch a revolutionary product, and you want a new “brand” look for your online presence. Shifts in your positioning and messaging should be part of the new brand’s online presence, of course. I rarely recommend
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