BtoB Magazine
Website: Plan Customer Specific Marketing
Miami, Fla. April 24, 2006 - Not long ago, a Web site was considered good if it presented information in a clean, easy-to-find way. Sites that allowed visitors to execute transactions were deemed advanced, and if the site could handle customer service inquiries, so much the better. Today, however, b-to-b sites must meet the rapidly expanding expectations of businesspeople who have become far more sophisticated in their use of the Web and want a highly personalized online experience.
The key for marketers is to give site visitors that tailored Web experience and measure their response, said Andrea Fishman, director of global strategy for BGT Partners, a professional services firm that focuses on technology solutions for interactive marketers. “In the past, there tended to be lots of content out there that was generic in nature,” she said. “What we’re seeing now is a lot more self-selection.” Self-selection design presents information to site visitors according to their role or the type of problem they’re looking to solve rather than by product.
