Trends Report

Taking Industry Vertical Marketing To The Web

Lessons From 100 Site Visits And One Excellent Example

November 5th, 2007
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
With contributors:
Eric G. Brown , Christina Lee , Emily Van Metre

Summary

IT buyers rate vendor Web sites as one of the most important information sources they use when researching technology purchases. Vendors, too, are increasingly trumpeting industry solutions on their sites. But the great irony is that despite the seeming convergence of industry buyers and sellers on the Web, the quality of the experience is generally poor. Forrester recently revisited the Web sites of 100 tech vendors we looked at last year to see what had changed. One long-time industry marketer took our recommendations to heart and raised the bar when it comes to best practices for industry Web sites.

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