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BtoB

Cut to the chase: Progress Software

Published on .

Company: Progress Software, Bedford, Mass.
Agency: N/A
Market: IS
Quick Chase: Progress Software has one busy banner. In one thin strip, the audience can watch a video, download a white paper and click to learn about the company's so-called control tower that allows customers to gain insights into all phases of their business. Maybe the audience will avail itself of all three options, or maybe visitors will be put off by the busy look and opt for something simpler. The banner's designer sizes all the elements at roughly the same proportion, so there's no hierarchy to demonstrate what's important to people in a hurry. If we were designing it, we'd emphasize the short video of the company's chief technology officer, who provides a succinct summary of the software's benefits. He could then invite visitors to download the white paper or click to learn about the control tower.
Clue: The talking head speaks in a British accent, which always makes a product or service sound more elegant.
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