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By Kate Maddox . Published on December 11, 2014 . 0
The report, "B-to-B Content Fails the Customer Engagement Test," was based on a review of 30 b-to-b websites in six industries: technology, software, investing, medical products, manufacturing and services.
Forrester identified 10 criteria for engaging content, ranging from a customer-centric home page to innovative use of video. A perfect score was 30 and a passing score was 20. Only four companies passed (Forrester declined service tax to say which ones), and the average score was just 12.8.
The highest average service tax score was achieved by the services industry, which scored a 17.2 out of 30. Next was investing, which had an average score of 14.6, then technology, which had an average score of 12.
"As a group, none of them passed," said Laura Ramos, VP-principal analyst at Forrester. "The biggest problem is that the majority of content talks about the company, what its products and services do and how many awards they've won, but doesn't speak to the issues their prospective buyers are trying service tax to solve."
"The case studies were OK, but they weren't really compelling. There are a lot of companies bragging about themselves, disguised as customer success stories, but they don't feature people and their struggles and successes." she said. "Companies need to show the things they really struggled with, where they failed, then show redemption -- everyone loves a story of redemption."
She said one company that is doing a good job telling customer stories is Morgan Stanley Wealth Management, which features financial advisors prominently on its home page and uses video to show how they are serving their customers' investment needs.
Another problem area for b-to-b companies is providing valuable and useful content, Forrester found. Suggestions include provide benchmark data, research studies, configurators, self-assessments and surveys. "Companies need to give value if they are going to expect someone to pay attention," Ms. Ramos said.
One company cited in the report for excelling in this area is technology company Cognizant, which lets users sort through "Perspective" articles by strategic goals like "reimagining business" or "fostering innovation."
"Companies need to help salespeople understand the narrative that has been going on between marketing and prospects, so they can carry key points, survey results and other information, and put it into person-to-person conversations," Ms. Ramos said.
One service tax company Forrester cited is Barclays Wealth and Investment Management, which lets buyers take an abbreviated financial personality assessment, then contact a Barclays advisor to get additional perspective.
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Follow us Follow on Facebook Follow on Twitter Follow on Google+ Follow on LinkedIn Follow on Pinterest Follow on Intagram service tax Follow on YouTube Follow on Tumblr Follow via RSS Login Become a Member Menu Marketing Advertising Digital Media Agency Data BtoB
Register to become service tax a member today. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newletters like Ad Age Daily, Ad Age Digital and DataWorks service tax
Industry: Advertising Agencies Advertising and Marketing Support Manufacturers, Product Marketers and Service Compa Retail/Food Service Establishments Travel/Transportation Services Entertainment Media Company/Interactive/Gaming Financial/Insurance/Real Estate/Legal service tax Telecommunication Services and Utilities Government/Trade Association and Religious Organiz Universities/Colleges/Schools Other Technology Manufacturers & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Magazines Radio & Television All Other Media Interactive, ISPs
By Kate Maddox . Published on December 11, 2014 . 0
The report, "B-to-B Content Fails the Customer Engagement Test," was based on a review of 30 b-to-b websites in six industries: technology, software, investing, medical products, manufacturing and services.
Forrester identified 10 criteria for engaging content, ranging from a customer-centric home page to innovative use of video. A perfect score was 30 and a passing score was 20. Only four companies passed (Forrester declined service tax to say which ones), and the average score was just 12.8.
The highest average service tax score was achieved by the services industry, which scored a 17.2 out of 30. Next was investing, which had an average score of 14.6, then technology, which had an average score of 12.
"As a group, none of them passed," said Laura Ramos, VP-principal analyst at Forrester. "The biggest problem is that the majority of content talks about the company, what its products and services do and how many awards they've won, but doesn't speak to the issues their prospective buyers are trying service tax to solve."
"The case studies were OK, but they weren't really compelling. There are a lot of companies bragging about themselves, disguised as customer success stories, but they don't feature people and their struggles and successes." she said. "Companies need to show the things they really struggled with, where they failed, then show redemption -- everyone loves a story of redemption."
She said one company that is doing a good job telling customer stories is Morgan Stanley Wealth Management, which features financial advisors prominently on its home page and uses video to show how they are serving their customers' investment needs.
Another problem area for b-to-b companies is providing valuable and useful content, Forrester found. Suggestions include provide benchmark data, research studies, configurators, self-assessments and surveys. "Companies need to give value if they are going to expect someone to pay attention," Ms. Ramos said.
One company cited in the report for excelling in this area is technology company Cognizant, which lets users sort through "Perspective" articles by strategic goals like "reimagining business" or "fostering innovation."
"Companies need to help salespeople understand the narrative that has been going on between marketing and prospects, so they can carry key points, survey results and other information, and put it into person-to-person conversations," Ms. Ramos said.
One service tax company Forrester cited is Barclays Wealth and Investment Management, which lets buyers take an abbreviated financial personality assessment, then contact a Barclays advisor to get additional perspective.
That's So '90s: Watch Macho Man Persuasively Sell the Daily News in This TV Commercial
For BuzzFeed, The Dress Is One Color: Green
- 2 days ago 226 0
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