Strategic Outreach

Managing Change Via Communications

One ERP Vendor Product Page Scores High

B2B home page rating scaleBy its nature, ERP (Enterprise Resource Planning) installations are complicated and broad in scope.   Below, I rate the product home pages of three top ERP vendors, using my Core Score method (see point criteria at right).

NetSuite (an ERP package combining CRM, ERP and web activity) is the winner, awarded all the points except for “News headline and link,” totaling  11.  But they also get 4 bonus points, with 3 of them for effectively differentiating their product/service from competitors.  So the grand total is 15.

I love the use of many customer logos that are links to Customer Success Stories – although it would be better if the stories were on web pages rather than downloadable PDFs.

By comparison, Microsoft Dynamics ERP and SAP Business All-in-One product home pages both score 9.  Sage MAS 500 did poorest among those examined, with 4 points out of 12.

All companies got one bonus point for not using “leader” or “leading” in the text, although NetSuite succumbed on their “About” page. All are clearly leaders in the ERP game and can prove it – nothing would be gained by proclaiming it.

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November 8, 2010 Posted by | B2B home page, B2B messaging, Brand and Reputation, Issues That Worked, Tech Sector Thought Leadership | , , , , , , , , , , , , , , , | 1 Comment

Describe Customer Challenges Right on your B2B Home Page

Stating two or more customer challenges that can be solved by a product/service, right on your home page, earns your website 3 points in my Core Score rating.

B2B home page rating scale

Telogis (Aliso Viejo, CA) scores with their sequence of specific customer problems on their banner sequence at the top of their home page.  Telogis provides a Software-as-a-Service platform that helps fleet managers manage their global workforce better through GPS location technology. It includes tracking and scheduling applications for both mobile and office-based assets.

One example from their sequence: “Do you need to find the closest crew and dispatch them to an emergency work order?”  The prominent “Solutions” button takes you to the Telogis answer.  These type of specific problems draw in the site visitor, whether it’s a first-time visit to check out the company, or if it’s a return visit from someone who knows Telogis.

More tasks improved by the Telogis platform are previewed in text blocks on the page, with links. Very clean layout, no clutter. They also get one Core Score point for  their text links to specific problem-solving ideas (see point system at right).

I couldn’t give Telogis a full 3 points for the “Home page succinctly states what the company actually does” slot.  I’ll give them one of the three points for the Business Intelligence graphic with the key areas (listed in quadrants), but there is no text that confirms that they are indeed a SaaS platform provider.  You have to navigate two more levels (past the “Company” and “Why Telogis” pages) to find this, although you could argue that it’s assumed.

Telogis just barely scores the final 3-pointer, quantifying benefits (on the home page), with this text: “When the benefits of driving with Telogis – better fuel use, routing, deployment, response times, safety, hours, maintenance and customer goodwill – can pay for your system in a quarter, don’t drive blind.”   Stating payback is powerful … so why do so many marketers bury it deeper in the site?

Telogis doesn’t get a point for news headlines on the home page, nor for a link to a customer testimonial.

Leader Schmeader

Telogis does however get a Bonus Point for not using the word “leader” in the home page text.  Hallelujah.  It amazes me that companies as prominent as software giant SAS bother to proclaim that they are “a leader.”  My first thought when I see this: “Congratulations, touting yourself as a ‘leader’ just put you in the company of thousands of others including every little fly-by-night outfit in your industry.” If you’re SAS, you should be above this clichéd adjective.

Total Score

The Telogis home page scores 9 out of 12 total.  Impressive.

More critiques to come.

October 25, 2010 Posted by | B2B home page, B2B messaging, Brand and Reputation, Business cliches, Website content | , , , , , , , , , , , , | Leave a comment

Give your B2B Home Page the Core Score

There’s a lot of attention given these days to the SEO and navigation aspects of B2B websites…and most marketers are aware that sites should have gobs of helpful content, news and links.  But what about the initial messaging and information presented on the home page?  It either quickly makes a connection with people who don’t know your company or what you do, or it doesn’t.

So here it is… my rating system for B2B marketing-oriented website home pages. Completely subjective and yet somehow slightly scientific.   I call it Core Score.  It’s not about the look or the navigation…it’s about value propositions and specifics.  There are 12 potential points in the basic tally.  I’m also, however, going to add bonus points and some subtractions (more on this later).

Links to home pages that demonstrate each of the six home page attributes are included below.

Three points each for:

==Home page succinctly states what the company actually does (3 points)

Examples: see TruecarFirst Solar

==Quantifies benefits in terms of cost reduction, time, ease, efficiency, and/or productivity   (3 points)

See Freight CenterRiverbed, or  Johnson Controls

==States two or more customer challenges that can be solved by product/service  (3 points)

See Telogis, CybersourceSourcefireB2B Home Page Core Score

One point each for:

==Text links to specific problem-solving ideas  (1 point)

See IxdaABB

==Links to testimonials/examples  (in addition to access from main nav bar)  (1 point)

Many examples: one is Johnson Controls

==News headline and link (1 point)

Many examples; see Autodesk

In upcoming posts, I’ll calculate total Core Scores for individual home pages for companies in the tech sector and other industries.  Your input on selections and scoring-weight are welcome.

October 20, 2010 Posted by | B2B home page, B2B messaging, Brand and Reputation, Business Storytelling, Tech Sector Thought Leadership, Uncategorized, Website content | , , , , , , , , , , , , , , , , , , , , , , | 1 Comment