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06/14/2010

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Ian Truscott

Hi Julie,

I like the questions you are asking, really relevant and on the money bringing together the thinking of folks like Jeremiah into the future of WCM discussion adds something to the WEM debate - a nice article.

My 2 cents - I still think there is a role in the new world for the corporate destination website. It just needs to move with the times, to deliver this relevant, social web experience and to be a consistent and coherent part of a larger engagement strategy that involves social.

One point though - often when we talk WEM, we do it from a marketing bias and barely are customer service and transactions given a mention. Yet these are often the very reason why our visitors sought us out. It is much easier to talk about engagement over social, if that engagement objective is just to spread the word, much harder if the engagement objective reaches into our back office for something, like an account balance, a shopping basket or instructions on how to install the damn thing.

Anyway.. nice article Julie, enjoying your blog.


Ian

@iantruscott

Julie Hunt

Hey Ian! – Thanks again for stopping by and leaving your thoughtful comments. As you point out, my aim here is to stimulate “new” thinking about how companies approach overall web presence, especially considering all the innovation going on right now.

I wholeheartedly agree with your points, and provide my takes on them (to a certain extent) in a couple of posts:
B2B Social CRM for Software Vendors and the Lifecycle of Customer Experience - for true customer support http://bit.ly/brIA4q

SMB / Mid-Market B2B Software vendors - Findability + web presence + social: attracting the “customer as buyer” http://bit.ly/cTqONB

Best,
Julie


Flabastida

Hi Julie,

Great post...love the way you pull in lots of good content from industry thought leaders.

My opinion, and I think this is shared by folks such as Hubspot and Brian Massey here in town - I see the corporate website as the final destination for customers in order to start an intimate relationship with them.

Social outposts, such as Twitter, Facebook, LinkedIn, and industry or vertically specific web properties, are the "watering holes" where you start your conversations and relationships. Then if they're interested in learning more and engaging more, you invite them (via calls to action) to subscribe to something on your website, and insert them into your nurture marketing system.

The corporate website, as far as corporate information, should be a de-emphasized part of a company's web interaction. The main customer-facing side of the website, whether B2B or B2C, should be to educate and invite a closer interaction with your company, as a continuation of the conversation you started with them on the social media outposts.

Julie Hunt

Hi Fernando,

Thanks for taking a look at the article and sharing your discerning thoughts. In some cases (mostly B2C) customers may never come to the corporate website. For those companies, it’s imperative that they are ready to “do business” wherever the customers are. But, as you point out, companies must offer a greatly improved customer experience when the corporate website is visited. The improved customer experience applies to any interactions, whether part of a sales event or contact with customer service (as Ian mentions in his comment).

Cheers,
Julie

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