Wenn Unternehmen ihre Umsätze aufs Spiel setzen

Von Heiko Specht, Presales Consultant Gomez Deutschland GmbH

Der ideale Kaufvorgang im Internet sieht wie folgt aus: Ein Kunde kommt auf die Webseite eines Unternehmens und interessiert sich für Produkte, die dort feil geboten werden. Er navigiert solange in der Webseite, bis er über die Suchfunktion oder den Katalog auf das Produkt seiner Wahl gelangt, dieses in den Warenkorb legt und schließlich die Bestellung durchführt. Ob der Kunde aber auch tatsächlich in der Lage ist, all diese Transaktionsschritte durchzuführen, hängt von vielen Faktoren ab, die leider oft nicht bedacht werden:

• Werden die Suchergebnisse so schnell geliefert, dass der Suchende nicht die Geduld verliert?
• Wird das Suchergebnis richtig in dem jeweils verwendeten Webbrowser dargestellt?
• Kann der Bestellprozess ohne Verzögerungen durchgeführt werden?

An einer Transaktion sind viele Personen maßgeblich beteiligt. Angefangen bei der Planung des Kaufprozesses, über die Gestaltung des Designs bis hin zum Hosting der Applikation und der Webpräsenz. Der Kreis der Beteiligten erweitert sich zusätzlich, wenn externe Drittlösungen z. B. für eine Kreditkartenüberprüfung eingebunden sind.

Während alle Daten und Funktionen, die von Unternehmen in Eigenregie erstellt und gehostet werden, auch intern auf Qualität überprüft werden können, sind die Daten, die außerhalb der Firewall oder von externen Dienstleistern gehostet werden, häufig sich selbst überlassen. Es bestehen hier kaum Überprüfungsmöglichkeiten, ob der Host die versprochene und vertraglich festgelegte Verfügbarkeit von 99,0% überhaupt einhalten kann und ob eingebundene Drittanbieter ihre Leistungen in den Prozessen auch tatsächlich erbringen. Read more…

B2B im Web: messen, steigern, netzwerken
Gomez plädiert für effektive Performance-Messungen bei web-basierten Unternehmens-Anwendungen

München / Hamburg, 11. Juni 2008 – Kosteneinsparungen, mehr Produktivität und Zeiteffizienz – welches Unternehmen verspricht sich dies nicht von seinen web-basierten Geschäftsanwendungen? Kein Wunder also, dass das B2B-Geschäft zunehmend im Internet boomt. Doch was können Unternehmen tun, wenn das Internet nicht mitspielt und die notwendige Performance und Skalierbarkeit nicht permanent bereitstellt?
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Online Workshops to be taught by top SEO/SEM consultants, authors and recognized leaders.

Scotts Valley, CA April 16, 2008 — Internet marketing training provider Market Motive has teamed with Search Engine Strategies to provide online classes for training in search marketing, web analytics, and web conversion techniques.

The workshops are live and interactive, delivered via video screen sharing and live telephone conference. Limited class sizes ensure attendees have time to ask for clarification or deeper explanations. Tuition for each class is $395 and registration opens today at www.marketmotive.com/online-workshops

“Search Engine Strategies has always delivered first-rate conferences and workshops,” said Market Motive CEO Michael Stebbins, “Market Motive leads in online instruction, with many of the same speakers, so this combination brings high quality training to a larger audience.”

Internet marketing expert Andy Beal recently reviewed Market Motive online training. “Market Motive’s media-consulting combination is effective and teaches online marketing in a way that works for the beginner or the experienced practitioner,” said Beal, “I’m impressed, and the guys behind this are the best in the business.”

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Todd Miechiels offers clients efficient way to capture and nurture leads through Internet marketing automation

Atlanta, GA January 29, 2008 — Atlanta-based Internet marketing consultant Todd Miechiels now provides marketing automation solutions to B2B companies through Pardot, an industry-leading provider of on-demand marketing automation solutions. Miechiels’ marketing automation services include strategy, implementation, and ongoing counseling and management.

“For years I’ve been wishing my clients had more efficient and accountable ways to handle the leads our programs generate for them,” explains Todd. “Pardot provides a cost-effective solution that marketing and sales can put to use from the moment they sign on. Since offering this service, it has really changed the way my clients and I think about Internet marketing. It puts much more emphasis on how leads are handled and it makes everyone’s jobs more rewarding as we’re better able to track new leads, all the way through to closed sales.”

One of the most common complaints and challenges among B2B companies is that marketing leads often find their way into an abyss once the marketing team hands them off to the sales team. According to Miechiels, about 78% of B2B leads are mishandled and not followed up on a timely basis. Even worse, close to 90% of those leads end up buying from a competitor within six months. By implementing an automated marketing solution, such as Pardot, sales teams can become more proactive in lead management, minimize dropped leads and maximize their close rates.

Through Pardot’s Prospect Insight tool, sales and marketing teams can score, grade, route, and automatically follow up with new and old leads. The on-demand web marketing automation suite maximizes efficiency for companies with multi-touch sales cycles by showing sales teams exactly where to spend their time and automatically nurturing existing leads. Companies can track all prospect interaction, score prospects based on parameters, prioritize sales reps’ time, send automated drip emails to prospects according to rules, and automatically notify sales reps of online prospect activity.

Since becoming a certified consulting partner with Pardot, Miechiels has brought the solution to several existing and new clients. He is making it a major part of a holistic approach to online lead generation in 2008.
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Be sure to tune in to WebmasterRadio.FM Tuesday, January 24 at 3 :00 pm EST to hear the premier of “Affiliate Marketing Insider,” a brand new show with host Linda Woods, who tells us, “With Affiliate Marketing Insider, we’re creating a forum for discussion and debate about an industry that is always changing.”

Fort Lauderdale, FL January 23, 2008 — WebmasterRadio.FM, the premier free, 24/7 Internet business radio network focused on the B2B marketplace, is proud the announce the launch of a new show called “Affiliate Marketing Insider” premiering Thursday, January 24 at 3:00 pm EST. Affiliate Marketing Insider will be hosted by Linda Woods, a sought-after consultant and recognized expert in the areas of e-commerce and affiliate marketing who has helped scores of companies and individuals find success in the competitive, ever-changing Internet landscape.

“We are so proud to welcome Linda Woods to our radio network,” says WebmasterRadio.FM Vice President of Marketing Brandy Shapiro-Babin. “Linda has been involved with affiliate marketing practically since its inception”.

Linda Woods is a sought-after consultant and recognized expert in the areas of e-commerce and affiliate marketing who has helped scores of companies and individuals find success in the competitive, ever-changing Internet landscape. Her company, PartnerCentric, employs the most experienced team of affiliate program management professionals in the industry.

Today PartnerCentric’s team manages more than 30 affiliate programs. Linda is a frequent speaker at affiliate-related events and has been featured in many publications, including Revenue magazine. She lives in paradise, also known as Santa Barbara, California, along with her 11-year-old son.

Affiliate Marketing Insider will air Thursdays at 3:00 pm EST. All WebmasterRadio.FM programs are available in podcast, mobilecast and archived format at www.WebmasterRadio.FM.
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