BtoB Online - The Leading Source of B2B Marketing
SEARCH  
CURRENT ISSUE
The leading business to business marketing magazine
 
BtoBlog: Blog Post of the Day
  
Posted by:
Ginger Shimp, marketing director, SAP America
 
FEATURES
 
GUIDES
 
RESOURCES
 
MEDIA BUSINESS
 
ABOUT US
 
Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
CMO Close-Up with Kim Johnston of Parallels

  

 
10 Great Websites: Airclic.com

September 13, 2010 - 9:16 am EDT
   
 
   
 
OTHER STORIES ON BtoB
  • Are Facebook ads valuable or a waste of money?
  • Deducing ways to appeal to today's and tomorrow's business leaders
  • Marketing budgets increase, but with some surprises
  • Your virtual identity: Be anonymous at your own risk
  • Quit blogging and just go with … Facebook?
  • Marketing innovation lessons courtesy of 'dry farming' and 'truffling'
  • Transforming from a house of brands to a brand house
  • Walking the Path of Content Marketing
  • Content marketing: Trigger conversations, achieve conversions and create customers
  • Advantages of digital come at a cost
  • Company: Airclic

    URL: www.airclic.com

    Target audience: C-level supply chain and logistics decision-makers across 13 industries, customers, current and prospective partners, media, investors and influencers

    Key Web executive: Tracey Ellis, VP-marketing

    Number of people who work on the site: 10

    Last major redesign: April 2010

    No. of pages on the site: 40

    Web developer: Zer0 to 5ive, Philadelphia

    Tracey Ellis, Airclic's VP-marketing, used to joke that when someone told her she had a great website, she would assume they were a liar. "There was no way to search. The site was more like a Kindle, a book or a brochure that really didn't address visitors' needs," she said. That shortcoming, along with a company rebranding, was the impetus for a complete redesign in April that replaced every page on the company's site.

    The first goal was to provide a way for Airclic's visitors—anyone looking for mobile software for supply chain, logistics and field services operations—to opt in and self-qualify as a potential customer. The new navigation addresses this by letting visitors move through the site based on their industry. Visitors can also go right to a products page if they know what they want. Every page has a contact link as well as a "share-to-social" feature, so visitors can reach out to the company as well as share information via one of eight social sites, including Facebook and Twitter. There are also live chat and live call options so those with immediate needs can get in touch right away.

    Visually, the site has a new logo and new content, including case studies, a blog and webinars. Airclic made a conscious decision to use the WordPress content management system in the website design, Ellis said, sothat anyone in the marketing department could post updates. As a result, the site gets new elements on an almost daily basis, she added.

    All this work is already paying off, Ellis said. Airclic has seen an increase in traffic to the site but, more important, conversion rates are up. "People who interact with our website have a 70% conversion rate; they are becoming leads that salespeople are interacting with," she said.

    Expert commentary, Bill Rice, president, Web Marketing Association: The execution of the design is clean and the interactivity is seamless. The site's vast content is organized by industry to help simplify meeting the users' needs. The site actively uses social media and technology to engage users on various levels. Not only does it offer a blog, RSS feed, site search and LinkedIn group but it also offers both live chat and live call to allow users to interact with the site on multiple levels.

    Accenture Accenture
         
    Airclic Airclic
         
    Dropbox Dropbox
         
    Freight Center Freight Center
         
    Interaction Design Association Interaction Design Association
         
    istockphoto.com istockphoto.com
         
    Mack Trucks Mack Trucks
         
    SAS SAS Institute
         
    Shaw Industries Group Shaw Industries Group
         
    Tyco Tyco

    RELATED STORIES

     
     
     
     
     
     
     
     
     
     
     
    SPONSORED WHITEPAPERS
     
    Brought to you by Bizo
     
    Brought to you by BtoB and Adobe
     






    Read the new issue:
    The leading business to business marketing magazine




     

    SITE MAP   |   MEDIA KIT   |   CONTACT US   |   SUBSCRIBE   |   NEWSLETTER   |   WHITEPAPERS   |   shopautoweek.com   |   Crain's Social Media Group
     
    BROWSE OUR NEWSLETTERS
    BtoB - Daily News Alert
    Email Marketer Insight
    StraightLine Direct
    Digital Directions
    Inside Technology Marketing
    CMO Closeup Newsletter
    Media Business Newsletter
    Social Media Marketer

    BtoBonline.com Privacy Policy. Copyright 2012, Crain Communications Inc.
    Information  |  For advertising information contact Robert Felsenthal.