Customers – especially those selecting B2B products or services – are not necessarily ready to buy (or even have the authorization to do so) when they interact with a brand through its paid, earned or owned media. This is one of the many reasons you have likely heard, “Content is King” echoed a time or two. Of course, there are also SEO benefits to publishing authoritative content.
For these reasons, content (e.g. video, blogs, infographics, etc.) is increasingly leveraged in the B2B space. This branded material keeps prospects “warm” for when they are ready to purchase. Due to this, Crafter Software Corp., is seeing an accelerated demand for its software, as today’s Web continues to evolve from a static publishing environment to a business-critical productivity and engagement platform.
Cbeyond, which built its business offering network and voice solutions for SMBs and most recently added a cloud solution aimed at enterprise-level clients, is one company that has chosen Crafter’s Web content and experience management solutions.
Cbeyond replaced its existing CMS with Crafter as part of a website rebranding effort to provide a more dynamic, engaging Web experience flexible enough to integrate with various internal content systems. Since re-launching the Cbeyond site using Crafter, the website has generated 18 percent more leads and website traffic has increased 9 percent.
Tom Ouellette, senior director of marketing communication at Cbeyond says the move to Crafter has been an overall positive experience. The software solutions have enabled Crafter to do thought leadership, which was very important to overarching company goals.
Crafter Studio enables Ouellette’s team to publish rich, dynamic content easier and faster across all channels, which helps to meet internal initiatives of presenting information that is important and actionable to their current and prospective audiences, becoming an advice-partner throughout the customer lifecycle.