BtoB

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Where's the 'giant dog' of search in Benchmarks?

I was reading the latest issue of BtoB (Nov. 13), when I arrived at page 23 and saw a table of numbers under Benchmarks.

I can't believe you published this misleading and bogus data from Nielsen.

Misleading in that it does not include the giant dog Google AdWords. Oh, I know the fine print in the footnote says "images only," but really. You can't write about b-to-b ad spending and ignore Google and Yahoo!

Bogus in that MySpace has more b-to-b advertisements than the next 13. I went to MySpace (with Adblock disabled in my Firefox browser) and wandered around for a while. Not one single b-to-b ad did I see.

Dave Barnes

Principal,

MarketingTactics

Denver

dave@marketingtactics.com

Why video is different from the written word

I wanted to let you know how much I've enjoyed your column and, as a former nonbroadcast TV producer, your outlook on video ("Do you see video in your future? I do," Oct. 9, page 10) concerning publishers dealing with video made me chuckle. Writing to be heard and watched is different from writing to be read, and it'll be interesting to watch how this, too, evolves.

Bruce Bergwall

Director of business development

Globalspec Inc.

bbergwall@globalspec.com

Coverage helped our site redesign

I read your column (and as much of your BtoB as I can find time to read), and find a lot of excellent insight. In fact, a great deal of what I learned from BtoB I applied recently in an overhaul of our Web site.

On our redesign we wanted to take a radically different approach, compared not only to our direct competitors but also compared to most building materials site designs. Most sites take what I call a "manufacturer's perspective."

So figuring the typical homeowner knows next to nothing about garage doors, we thought, "Let's take an approach like a good salesman would do (or should do): Ask some questions." Find out about the problem, then offer a solution. Then talk the specifics (but in terms of benefits, not features). Also, we tried to understand there are different types of buying behavior?"show me," "tell me" or "give me the facts and I'll decide" types.

This became the organizing theme of our site. We called it guided selling. We wanted to take advantage of wide bandwidth as well to start experimenting with rich media, to make the site more engaging and pleasant, and hold the visitor's attention.

I think we hit most of our goals.

Fred Lehmann

Manager-marketing services

Clopay Building Products

Cincinnati, Ohio

commbpc@clopay.com

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