thefunnel

For quite some time I’m been trying to solve a couple of fundamental marketing problems. The first one is how to best segment customers on the B-2-B web site, other than by their product interest,  or the phase of the buying cycle? Anything more than this seems overwhelming, because the complexity of the decision making unit in B-2-B and the fact that the web is used by all kinds of customers / users, with all kind of needs, roles, from different type of organizations. I’ve looked at many types of traditional segmentation models, but these don’t seem to really provide a good answer. I’ve also looked into personas, and yes, there’s a great deal, probably more than enough information about the typical customer, but the personas so far that I’ve been able to create always seem to complex or too shallow and therefor doesn’t really help in how to be more effective in web marketing.

 Search Engine optimization for B-2-B industrial marketing can be quite different than for B-2-C. Here’s some search engine marketing use cases and tips on how to maximize your investment.     Optimize your search budget

Just finished writing an article about redesigning a web site based on the voice of the customer. Most web site designs probably have some elements of user input through usability testing or based on a pre-design survey, but this one is different with thousands of survey completes over a period of 2 years, customer write in comments, in addition to lots of robust data based on the ACSI methodology.