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Biggest change in marketing: web site hubs
- By Judy Kirkland, Echo Point Marketing Partners
- 2/19/2010 - 5:00pm
- Marketing
Judy Kirkland, Echo Point Marketing Partners
As co-founder of EchoPoint Marketing Partners, Judy Kirkland creates systems and toolkits that empower businesses to make marketing far simpler and far more successful. Drawing on an award-winning track record in B2B, B2C and B2G markets, Judy teaches clients how to develop an “echo point” — their own unique value proposition and brand — to determine what to spend, what to say and what biggest-bang tactics to use in online, print, broadcast and face-to-face marketing.
Before co-founding EchoPoint Marketing Partners, Judy enjoyed more than twenty years of success as a nationally known marketing consultant and copywriter for clients ranging from start-ups to Fortune 100 companies. In addition to her YodelPoint.com blog, she is a regular contributor to newsletters and ezines in the fields of franchise marketing, custom media, search marketing, and how to market small businesses and professional services firms.
According to the latest MarketingSherpa B2B Marketing Benchmark Survey, the web site no longer is just a spoke in the marketing mix wheel. Instead, it has become “the hub of marketing strategy … the primary point of contact with prospects and customers.”
To make good sites great sites, survey participants said they: use web analytics and data; make sure messaging is clear and compelling; use microsites for different marketing initiatives; keep up with search engine optimization; and integrate the site with a CRM system so leads flow into databases.
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