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BtoB Magazine: Problem Solved
Problem: Marketing strategy has shifted from being product- to solution-focused, and Web site needs to be adjusted accordingly.
BtoB Magazine
Reid Carr
Solution: If the selling strategy has changed, that does not mean you must build a whole new Web site; it may simply signify the need to develop a new component.
It is important for marketers to realize that the Web site has an impact on departments throughout the company-including customer support, sales, accounting and human resources-and are not just a marketing function. Developing a new site to replicate the message that sales is putting in front of prospective customers is a much larger undertaking than modifying a particular section.
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