SUMMARY:
In the consumer marketing world everyone from Google to 'American Idol' has tested a desktop application such as a downloadable toolbar. But, can it work for B-to-B?
The answer: absolutely yes, if Staples' results are any indication.
Here's MarketingSherpa's Case Study, including a little Staples data, plus real-life data from other, more typical marketers: read the complete case study
SUMMARY:
You've probably heard the statistics: 65% of America's small business owners are online. However, marketers hoping to reach them should be aware that this target audience's Web usage patterns are different from those of typical businesspeople at larger companies.
Terri Lonier, President of Working Solo who advises Fortune 500 firms on how to reach small biz, says, "Small business owners are not browsers. While they look at the Web as a communication... read the complete article
SUMMARY:
While leading educational seminars for the Main Streets Online program last year, speaker Tom Antion admits although he's a small businessperson himself, he was somewhat surprised by the very basic nature of many attendees' questions about the Internet. "These small business owners were experts in their fields, but a lot of them don't even know how to use their email effectively yet. They are busy with payroll and various crises, learning how to... read the complete interview
SUMMARY:
Ever since Web-based accounting service Intacct.com added live chat to their site, they've found it's more popular with visitors than their toll-free phone number. Carol Manning, VP Marketing says, "They can use the old-fashioned telephone if they want to, but absolutely more people use our live help button on the site than call us." Manning ascribes this proclivity to choose live chat over phone to both ease-of-use and marketplace psychographics.
Input on McAfee from Sherpa reader George Junginger, "From a marketing communications standpoint the site is poor. No one can tell what they are buying, how it works, what they've installed. And then if you update your files, you just get a message that you are being updated, but nothing else ever happens.
I think they had a reasonably nice product and a great idea. Then they started throwing all kinds of add ons to... read the complete blog post
