For Technology Marketing Professionals

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	June 12, 2007 Turn Information Into Answers Through A Stakeholder-Centric Web Site by Norbert Kriebel with Eric G. Brown, Daniel Krauss

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Executive Summary

If you believe that your Web site is a key source of information for IT and business decision-makers, this report should be important to you. Whether you are a traditional provider of information technology or are evolving to provide business technology (BT), your customer stakeholders are all looking for the same thing when they come to your site — answers to their business issues. Providers' Web sites are full of information on their products, services, and solutions, but they rarely organize this information in a way that allows individual stakeholders to quickly find answers to their issues as they relate to their specific business role. This often relegates the value of the Web site to IT stakeholders and alienates business stakeholders. By applying stakeholder centricity to your Web site, you can turn the information on your Web site into answers for all of your customer stakeholders.

TABLE OF CONTENTS

• Business Technology Demands A Web Site Overhaul
• Apply Stakeholder Centricity To Turn Information Into Answers

RECOMMENDATIONS

• Create Stakeholder Personas Now
• Supplemental Material
• Related Research Documents

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