These days, when opportunity knocks it’s usually doing so on a company’s web site. The question is, are you ready to answer it?
When I came to Brocade a year ago the marketing team agreed that we didn’t just need some new paint and flowers to spruce things up, we needed a whole new front door!
No doubt you’ve heard the stats before…according to CEB, B2B buyers are 57% of the way through the buying cycle before they engage a sales rep. And both Gartner and Forrester research suggest that by 2020, greater than 80% of the buying process will occur without any human interaction.
For marketers, terms like B-to-B (for business to business) or B-C (for consumer) marketing are outdated, and we need to forget this antiquated idea. Instead, we need to think B-to-Me. In our digital world, customers know what a great digital experience feels like and they don’t care what kind of company is providing it. The lines between B2B and B2C have disappeared and now we are all just a bunch of humans transacting with another bunch of humans.
Think about how you shop for major purchases. A car? A new home? New appliances? You probably do a lot of competitive research on the web before making a decision.
Truth is, buying a critical purchase for your business, say a network fabric for your data center, is no different. And Brocade’s web site wasn’t doing a great job helping customers to understand why we are the best choice for mission critical storage and IP networks.
So we set about to change that. After all, in the past two years we’ve upgraded our leadership team, developed a new vision, re-invigorated our product portfolio with software and products to help customers build New IP networks, and refocused our company around delivering an unparalleled customer experience. Our new website needed to reflect all this change and put our customer’s needs at the center of the site’s design.
And now it does.
We’ve built our content using an outside-in lens. We’ve focused on explaining our solutions in a clear way that is easy-to-navigate. We’ve created an experience that is easy, simple, friendly, and adaptive. We understand that people are looking for advice, references, and case studies, to learn how other companies have solved similar problems. We want our site to make finding the information you need fast and simple, while also discovering new ideas along the way.
Whether you’re looking to upgrade a well-known product or rethink and modernize your network architecture to meet the needs of cloud, mobile, social or big data with the New IP, the process of research and buying is complex and time consuming. Providing a strong digital presence and a welcoming website is a critical component in building relationships at the speed of today’s business from the first click through to installation and on-going support.
We hope you like our big renovation! We feel proud that it reflects our aspirations to put our customers first in everything we do. The site will continue to improve as we add new content and new capabilities, but we are really excited to unveil our new front door. Please come in and look around. And let us know what we can do to make your experience even better.