Join us to learn how b2b corporate websites can deliver a personalized and engaging web experience that drives conversion

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
B2BCorporateWebsite
BestPractices
Makeeachinteractionwithyour
keydigitalassetmeaningful

2. 11
The importance of your
Corporate website

3. 2
IT IS THE WINDOW TO YOUR WORLD…
IT IS THE FIRST IMPRESSION … AND IT COULD BE
THE LAST…

4. 3
The importance of your website cannot be
overstated
Buyers use the site as a tool to buy
80% of buyers said they found
the vendor, not the other way
round.
Source: MarketingSherpa B2B
Marketing Benchmark Survey
2008
Buyers are doing most of their initial research online
before initiating conversations.
Shift in focus from traditional traditional techniques
like mail shots and cold calling, to techniques based
on websites and ‘content-based’marketing.

5. 4
The importance of your website cannot be
overstated
Website is the most important marketing asset for a b2b
organization
Website is the number 1 tactic
used
Source: B2B Technology
Marketing Benchmark Survey
2008

6. 55
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
WEBSITE
CONVERSION
10 TECHNOLOGY

7. 66
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
3
4
5
6
7
8
9
10

8. 7
Digital Maturity Curve for B2B Companies
Organizations looking to optimize their investment in digital
technologies must ascend the Digital Maturity Curve
1995-2005
IT Led
•Brochure-ware
•Webmaster
bottleneck
2005 – Now
Marketing driven
informational
marketing
•Spray and pray
•Static content
•Marketing-driven
•Interactive
•Some intelligence
•Disconnected assets
2011+
Digital
Engagement
•Personal and
contextual
•Social
•Multi-device
experiences
•Predictive 1 to 1
marketing
•Measurement
•Focus on ROI

9. 8
Focus on
Multi-Device
Social
Measurement
The Digital Maturity Curve for B2B Companies
Digital engagement requires focus across several areas
2011+
Digital Engagement
Predictive

10. 9
Focus:
• Presence
• Brochure-ware
• KPI’s are traffic
related
Focus:
• Use web to grow
revenues
• KPI’s are related to
business objectives
• Social media is
about listening
Focus:
• Optimize digital
presence to get
higher engagement
• Optimize marketing
spend
• KPI’s have monthly
targets
• Social is optimized to
enhance the brand
and drive leads
Focus:
• Nurture prospects
and customers
• Support is
automated through
peer-to-peer and self
help communities
• KPI’s are tied with
lead generation and
revenue
• Social is automated
& integrated w CRM
Focus:
• Relevant 1-to-1
conversations with
customers, blending offline
and online behavior
• Building Customer profile
with relevant data
• KPI’s are linked to CRM and
measure wins, revenue &
loss through integrated
online / offline cross-
channels
• Deep relationships are
formed with advocates
Goals
• Basic website for
branding
• Newsletter
• Web analytics
• Multichannel with
mobile presence
• Cross-channel
engagement
analytics
• Sales Enablement
(B2B)
• Segmented e-mail
campaigns
• Campaign
management
• Rules based
personalization
• Optimization
• Personas & Profiling
• Predictive
personalization
• Cross digital channel
automation
• Trigger based e-mail
dialogue
• Reduced cost
• Bridging the online and
offline - one view of
customer
• Integration to CRM
• Online and offline
automation
• Up/cross sell
• Effective onboarding
• Increased LTV
Where are you on the Curve?
By preparing a plan to move up the digital maturity curve, marketers can
create truly engaging experiences
Static Tactical Optimizing Automation Engaging

11. 1010
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3
4
5
6
7
8
9
10

12. 11
24%
OUT A GLOBAL SURVEY OF
500 BUSINESSES, 24
PERCENT OF THEIR ANNUAL
ONLINE REVENUE WAS LOST
DUE TO A BAD WEBSITE
EXPERIENCE.eConsultancy, June 2011

13. 12
B2B Website User Experience (UX)
User experience is a broad range of disciplines with
the objective delivering satisfying and engaging
experiences
User
Experience
• Branding
• Usability
• Information
architecture
• Design
Satisfaction
• Pleasure
• Fun
• Surprise
• Achievement

14. 13
What are the Culprits of poor UX?
What is regularly found
 Crowdedpage—lackofwhite
spacearoundelements
 Misalignedsitemap—menus
donotreflecttheimportance
andrelevanceofinformation
 Hierarchicalmenus—difficultto
usemulti-tiernavigation
 Deepsitenavigation—visitors
click3-4levelstogettothe
informationtheyseek
 Search—overwhelming,
irrelevantsearchresults
“Problems with text
legibility, task flow, links to
privacy and security
policies, and use of space
have dominated the top
failure list since 2005.”
Forrester, 2012

15. 14
Site map and Navigation
Sitemap
 Doestheorderofthemain
menureflectwhatisimportantto
visitors?
 Doesinformationhierarchyalign
withexpectations?
Navigation
 Howdeepmustvisitorsgoto
gettowhattheyneed?
 Domenussupporta“first
glance”overviewofnavigation
options?

16. 15
Page Structure and Typography
Page Structure
 Istheinformationstructuredin
orderasisfollowedbypeoples
eyes?
 Doesithavesufficientwhite
spacetomaketheinformation
standout?
Typology for readability
 Isthereanappropriateuseof
fontsize,type,colorandline
heighttoguidetheeye?

17. 1616
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
5
6
7
8
9
10

18. 17
55%
COMPANIES THAT BLOG GET
MORE SITE VISITORS
Source: Hubspot

19. 18
Key questions to ask
• How effectively do we
communicate our elevator pitch
• Will they understand what page
they're looking at and it’s
context?
• Will they know what to do next?
• Will it drive engagement? Is the
content valuable enough to drive
lead generation?
Content impacts experience
Content is a critical aspect of your experience
Things to consider
• Effective information architecture
• Merchandize products and
services
• Develop an effective content
strategy
• Thought leadership drives leads

20. 19
Content structure is critical to
effective experience
• Strong information
architecture
• Structuredcontent
• CMS that drives structure
and allowsease of use and
management
• Improved user experience
by improved findability

21. 20
Merchandize products – looking good!
1. Merchandize your products – tangible or intangible.
Users are unwilling to wait for price information.
2. Apple’s approach to merchandize products makes
the products appealing

22. 21
The Challenge with Content
Producing content that engages clients is a challenge
36% of B2B marketers said their
biggest challenge is “producing the
kind of content that engages
prospects and customers”

23. 22
• Focus on Buyers needs
• Consider mapping the buying lifecycle
• Keep copy minimal
• Focus on thought leadership content
• Ensure your content is findable
• Leverage interactive content like videos
• Content Relationships need to be structured and implemented
effectively
Content Strategy
Your content strategy should focus on the needs of the buyer, while
ensuring other audiences such as talent get the information they need

24. 23
Compelling content specifically mapped tobuyers’personas,
journey and buying stages is the most effective.
Develop an intelligent content strategy to get the right message
to the right person at the right time
Segment your Audience
Understand
Motivations/Pain Pts
Map the Messages
Understand
Communication
Channels
Content Strategy

25. 24
Thought Leadership
Your website is the ideal vehicle for thought
leadership marketing (TLM) to drive client
Acquisition through engagement
WEBSITE
WHITE
PAPERS
WEBINARS EVENTS BLOGS FORUMS

26. 25
Show them what you know
Thought Leadership Marketing (TLM)
The principle of TLM is simple enough: You give away
a little valuable intellectual property to establish
your potential usefulness to the client, in the
expectation that the client will use your expertise
and services
Rolf Jester, VP, Gartner, 2010

27. 26
Making TLM Matter to clients
Prospects Want Your Perspective, Not Your Service: they
wantto“buy into” your approach and perspective to
solving their problems
Take a Stand:
Develop a POV on
a subject
Tell Me Something I
Don't Already Know:
Make yourself
valuable to your
audience
Be Vertically Famous:
Be known for
depth in a
specialty
What Does Your
Competition Miss?
Fill the gaps in
their offerings and
messages
Develop Your "Voice":
Consciously create
a style and
approach to your
communication
Tell a Story: Make it
a long-term,
engaging
relationship—they
want to come back

28. 27
TLM to entice and engage
TLMconsiderations
 Findability(SEO)—prospectsuse
Googlesearchtofindsolutionsto
problems
 Use industry vernacular
that people would use to
describe their problem
 Use tools like Google
Insight and Trends to
confirm your key word
relevance to a market
 Gatethecontent—require
registrationbeforeaccess—they
givetoget
 Follow-upwithemailtocreatea
closed-loopmarketingcycle—create
nurturingrelationship

29. 28
Use different types of content
Content takes place inthe
form of:
 Imagery
(including infographics)
 Video
 Audio
 Online utility tools (e.g.
Website Grader)
 Games

30. 2929
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5
6
7
8
9
10

31. 30
What is Context-driven Marketing?
Engaging customers where they are at—at their point in the
buying cycle—with relevant content that promotes action

32. 31
Employ a closed-loop engagement
cycle
 Build the profile, analyze the profile
and respond to the prospect
Characterize prospect
 Properties include buying cycle state
and segmentation parameters
Develop content to align with the
prospect expectations
 Content will speak directly to a
prospect profile
Automate the closed-loop prospect
engagement
 Use web CMS and marketing
automation platforms to automate the
engagement cycle
Understanding Context
Context is about leveraging information about the visitor to
optimize the interaction and engagement across all channels
Here is how
Visitor generated: Implicit information
captured from the website journey—the
“digital footprints” left by the visitor
 Indicators of preference, predispositions,
lead maturity
Visitor supplied: Explicit information
supplied by the visitor as they complete
questionnaires, quizzes and other facilities
 Common demographics—name, age,
gender, interests
Externally supplied: Information captured
by external service providers, emerging
context-enriched services
 Location, presence, social attributes,
cross-vendor buying habits

33. 32
Delivering personalized
messages across channels to
customers requires a common
understanding of the customer
Challenges
 Customer information—both
behavioral and profile—is
stored in “siloed” systems
 Integrated or third-party
analytics platforms, along with
the CRM platform, are typically
disparate systems
Context Requires a Common View
Consistent personalization across multiple channels requires
that each channel has the same customer view
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009

34. 33
Deliver the messages and
capture the reaction
 Use analytics and forms to
capture behavior and profile
Understand the customer
context
 Analyze the customer context
Align the content to customer
expectations
 Package the content to align
with the customer context
Closed-loop Engagement Cycle
The closed loop engagement cycle is the model used to gain
customer understanding, adjust and communicate the message

35. 34
Understand your buying cycle
 Understand your customer’s mindset through the buying cycle journey
Segment your audience
 Determine the target groups within your audience
Map the messages
 Understand and align the messages with the segment and their objections
Implement the platforms
 Implement the multi-channel platforms
Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms

36. 35
Understand your Buying Cycle
This is typically 5-6 stages customers pass through from the
point of need recognition to a purchase decision

37. 36
Need
Recognition
Information
Search
Evaluate
Options
Decision Engagement
IT
-Technical fit
-Product capability
-Performance
-Costs(budget)
-Company
credibility
-RFI/RFP Stage`
Problems that
need to be solved -SW proves itself
in customer’s
environment
-Demonstrate the
ability to solve
their specific
problem
-Relative to their
needs
-Demo using their
assets
-Prof services
engaged??
Ongoing support
and upsell
References
Research website
to find information
Example of a Buying Cycle
IT buyer looking for a b2b software
product

38. 37
Segment yourAudience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms

39. 38
Align Content to the Segmentation
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms

40. 39
Mapping content
 Per stage in the buying cycle
 Per segment
Put yourself in their shoes
 What questions would they
have at this stage?
 What information would they
need to move forward?
 What fear, uncertainty and
doubt (FUD) must be
overcome?
Map the Messaging
Objective: Understand prospect needs and motivations per
segment per stage, walk the buying cycle like they would

41. 40
1. Understand the buying cycle
 Dothestandardstagesapplyyourcustomer?
 B2BversusB2Cdifferences
2. Perform a segmentation exercise
 Industries
 Roles
 Painpointsandmotivators
3. Define a content map
 Identifycontentthataddressescustomerexpectations
Summary

42. 4141
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6
7
8
9
10

43. 42
90%
90 PERCENT OF COMPANIES
REPORT THAT SEARCH IS
THE NO.1 MEANS OF
NAVIGATION ON THEIR SITE.
Search Technology: Resurrecting the Web’s Workhorse, Jupiter Media
Metrix

44. 43
82%
82 PERCENT OF VISITORS
USE SITE SEARCH TO FIND
THE INFORMATION THEY
NEED.
Specialize Your Site’s Search, Forrester Research

45. 44
Search is your welcome mat
Make itobvious
 Putitwherepeopleexpect
 Makeitlooklikeasearchbox
Make itconsistent
 Sameplaceoneverypage
 Samebehavioroneverypage
Good Practice
 Use“Search”or“Find”instead
of“Go”
 Includeasamplesearchquery
intheinputtosuggesttousers
whatfunctioncanbeusedfor.

46. 45
Searching Flat content
Need to filter alarge amount
quickly? Use Faceted Search
Flat content
 Oftenalargevolume:
Thousands(ortensof
thousands)ofitems
 Typically attributerich:Filtering
byattributescannarrowthe
searchquickly
 Generallyaconsistentstructure:
Makesiteasiertoshowspecific
detailsinthesearchresult

47. 46
49%
49 PERCENT OF VISITORS DO
NOT BOTHER TO
REFORMULATE THEIR
SEARCH QUERIES AFTER THE
FIRST FAILED RESULTS
Jakob Nielsen, 2011

48. 47
Get it right the first time
Search Success
 Eachsuccessiverequiredsearchquerywilllosemorevisitors
 Gettingafirst-timesatisfactorysearchresultsingreaterengagement
First query
51%
Second
query
32%
Third
query
18%

49. 48
Key capabilities to get right
1. Auto-Suggest
 Recommendcontentthatdoes
existinyourwebsite
 Providesconvenience
2. Synonyms
 Makesmartsubstitutions
3. Auto-correct
 Fixmisspellingson-the-fly
 Avoid“NoResults”
4. phrase-based searches
 Deliverrelevantresultsaround
multi-wordsearches

50. 4949
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7
8
9
10

51. 50
100M
THE NUMBER OF
SMARTPHONE USERS
EXCEEDS 100 MILLION
WITHIN THE FIRST THREE
MONTHS OF 2012.
comScore, Inc. 2012

52. 51
24%
WITH NEARLY ONE IN FOUR
SMARTPHONE OWNERS (OR
24%) ALSO USING TABLETS
DURING THE FIRST THREE
MONTHS IN 2012.
comScore, Inc. 2012

53. 52
Mobile apps for your firm?
Do B2B Companies “need an
App for That”?
 Appsareexpensive:Mustbe
writtenforiPhone,Droid,
Blackberry
 Appsaretask-centric:Ideally
suitedforrepetitivetaskspeople
needtoperformwhilemobile
 Appsarehardtofind:Appsmust
areonlyfoundinamarket
 Appsarecool:Theyposition
yourfirmasfuturefacing

54. 53
ADOPTING A MOBILE-FIRST STRATEGY
A MOBILE-FIRST STRATEGY
Think about your website as
MOBILE site first—start with
mobile as the premise for your
site
WHY MOBILE-FIRST?
1. Opportunity: A growing use
of tablets and smartphones
2. Constraints: Screen size,
Network speed, Modes of
use
3. Capabilities: Location
(GPS), Visual input,
Gesturing
“WE REALLY NEED TO
SHIFT NOW TO START
THINKING ABOUT BUILDING
MOBILE FIRST. THIS IS AN
EVEN BIGGER SHIFT THAN
THE PC REVOLUTION.”
Kevin Lynch, CTO Adobe
“WE'RE JUST NOW
STARTING TO THINK
ABOUT MOBILE FIRST AND
DESKTOP SECOND FOR A
LOT OF OUR PRODUCTS.”
Kate Aronowitz, Design Director
Facebook

55. 54
Getting to a Mobile-first Strategy
Responsive design
 Onewebsite:Notaseparate
mobileanddesktopsite
 HTML5&CSS3:New
technologiestocreatesitesthat
respondtoscreensizesand
orientation
 Futureproofing:Doyouknow
whatisnext?

56. 55
Responsive Design Considerations

57. 5656
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8
9
10

58. 57
56%
56 PERCENT OF B2B
MARKETERS REPORTED
ACQUIRING NEW
BUSINESS
PARTNERSHIPS BY
UTILIZING SOCIAL MEDIASocial Media Marketing Report. 2012

59. 58
Integrating Social Media
Business blog bring Leads
• ReleaseBlogpostsasfrequentlyaspossible.
Businessblogbeginsgeneratingsignificantly moreleadswhentheyhave
amedianof24ormorearticlesposted,accordingtoaresearchby
Hubspot
• Dogetsalespitchy.Informativecontentisamustasvisitorsareunlikelyto
returnifyoufailtoofferthemanythingofvalue.
• Keepyourblogsshortandsweet!
• Don’tforgettheheadline.
• Promoteit.Don’tassumepeoplewillcomeandfindit.Giveaprominent
placeonyourhomepage,emailsignatures,etc.
• GetSocial.

60. 59
Integrating Social Media
Visible Social Media Buttons
 Bigboldbuttonscatchesyour
eye
 Smallsubtlebuttonssuitssome
sites
 Featuredatthetop

61. 60
Integrating Social Media
Integrate Social Where it
Makes Sense
 usesocialmediatokeepyour
customersorclientsapprised
 manageyouroutletsonadaily
orbi-weeklybasis
 showcaseyourTwitterfeedor
Facebookpostsdirectlyonyour
website.

62. 61
Integrating Social Media
Include Share Buttons
 enablewebsite-goersto
seamlesslyshareor
recommendaproduct.
Stay Knowledgeable
 IncludeUp-to-DateButtons
 Thereisnocorrelationbetween
Likingaspecificwebsitepage
anddirectingusersto“Like”
yourbrandedFacebookpage

63. 62
Integrating Social Media
1. Pay Attention toTerms
and Conditions
 YoucannotuseGoogle+for
contestentries.
 ApersonalFacebookpage
shouldn’tbeusedtooperatea
brand
2. Don’t Over-Do It
 Isthereinformationherethat
peoplewouldfindworth
sharing?

64. 6363
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
10

65. 64
Getting found
1. Show upon Google
 Googletypicallypullsthefirst150
charactersforthesearchresults
2. Use the right words
 Bedescriptiveanddifferentiating—
whatmakesyoudifferent
 Useyourtargetedkeyphrases2-3
timesinanaveragepageof200-250
words
3. Do not forget the links
 In-boundandout-boundlinks
determinerelevancy
 Linktopageswithinyoursites,
externalarticles,news

66. 65
Getting found
Keyword Targeted URLs
 yourwebsite/section-targeted-
keyphrase.htm
Keyword Targeted Menu
Items
 useyourtargetedkeyphrasein
yourmenuitems
Title Tag
 shouldbe70charactersorless
 Ifyouwanttoincludeyourbrand
name,putitattheendofthetag
META Keywords Tag
 Thistagisnotevaluatedinthe
Googlealgorithm,soitisnot
necessarytopopulate
META Description Tag
 155charactersisoptimal
Page Heading or H1 Tag
 Youshouldincorporateyour
targetedkeyphrase
 Trytoavoidtheuseofyour
brandorproductnaming

67. 6666
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
WEBSITE
CONVERSION
10

68. 67
• Merchandise your product –
make whitepaper seem like a
significant item
• Create Scent - Cues that
people use to drive if path is
interesting
• Simple and persuasive content
• Obvious and Engaging call to
action
• Simple forms
• Relevance, value and what
happens next
Call to action ‘tips’prospects over
Call to action is key to driving conversion

69. 68
- Call to action buttons, offers,
copy and navigation
What tactics drive conversion?
Simple tactics drive leads

70. 69
- Several capabilities in marketing's
hands
- A/B, Analytics review and
Segmentation are must haves for B2B
marketers
- 53% said it was “highly valuable” and
a further
- 42% said they believed it was “quite
valuable”.*
- MVT is not widely used despite
effectiveness
- If you do this – you will see
improvement
- “The majority of client-side
respondents (70%) reported
improved conversion rates in the
past 12 months.” *eMarkerter
Test, Test and test some more!
Testing and optimizing is the most important strategy to
improve testing;
*eMarketer

71. 7070
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
WEBSITE
CONVERSION
10 TECHNOLOGY

72. 71
What technologies impact conversion
Several platforms engage to drive conversion.

73. 72
Trends to watch
 Vendors are focused on
differentiation, as CMS
capabilities are commoditized
 Vendors are encroaching on
other solutions: marketing/email
automation, digital asset
management
 Focus on customer
engagement through
personalization and context
 Acquisition and consolidation
Web Content Management Systems
WCMS is typically the center of a digital platform strategy that
becomes the foundation for other surrounding solutions
Considerations
 Technology platform
 Focus on how rather what
 Beyond CMS; extension of core
capabilities
 User expectations
 Ease of use
 Same features, different
approach
Platforms
 Sitecore, Day, SDL Tridion,
Microsoft, Drupal , Autonomy,
Fatwire, Ektron

74. 73
Trends to watch
 Solutions are providing unified
search across platforms
 Semantic search will quickly
become common place
 Faceted search is now available
in most search solutions
Site Search
Site search has typically been included as part of many CMS
platforms, but search must now work across digital platforms
Considerations
 Will the CMS-integrated search
work across platforms
 Structure bias of your content
 Control over the search results
 Sophistication of visitors
 Out-of-the-box connectors
Platforms
 FAST, Coveo, Autonomy,
Endeca, Lucene

75. 74
Industry Trends
 Vendors focus on driving
actions, not just reports
 Support of integrated marketing
across channels is common
 Social media listening tools are
gaining notice and value
 Measurement of visitor
engagement across sessions
 Mobile analytics become an
integrated part of the picture
Analytics
Analytics is becoming more common within CMS platforms, but
cross-platform analytics may warrant an external solution
Considerations
 Will pre-integrated CMS
Analytics work across platforms
 Using platform-specific Analytics
platforms
 Out-of-the-box connectors
 Fewer options
Platforms
 Omniture, Unica, Coremetrics,
Webtrends, Nedstat

76. 75
The Trifecta for Richer Engagement
Unifying three technology platforms delivers an customer
experience based on a common context
Web CMS
Marketing
AutomationCRM
Common
Customer
Context

77. 76
The Trifecta for Richer Engagement
Unifying three technology platforms delivers an customer
experience based on a common context
Web CMS
Marketing
AutomationCRM
Common
Customer
Context

78. 77
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