Connotate and Its Landing Page
December 15, 2009
Getting leads and making sales is the name of the game for enterprise search vendors. I think I found an example of a search vendor using Twitter and a landing page to get leads. Here’s the tweet that I saw from a person posting as dnapoleo.
This bit.ly link pointed to this special landing page:
I found this interesting. I wonder, however, if this type of marketing will deliver qualified leads. Making sales today requires a heck of a lot of work. The cost and complexity of enterprise search and content processing systems seems ill suited for Twitter. A quick look at my Overflight service reveals that a balanced marketing plan is the approach taken by Autonomy, Coveo, Exalead, and MarkLogic, for example.
In fact, making sales requires a motivated sales force, brand positioning, resellers, Web logs, media campaigns using every trick in the sales books at Barnes & Noble, and client champions. It is December and cold out there. Sales heat is needed.
Contrast the Connotate approach to Google’s use of a paper wrap around to the free commuter newspaper, Metro. Google was pitching its Chrome “consumer” Web browser.
Connotate’s effort warrants watching. Now that AOL has repositioned Relegence.com as Love.com, I think some market headroom may become available for Connotate.
Stephen E. Arnold, December 15, 2009
Oyez, oyez, I am disclosing that no one paid me to write about Connotate’s possible tweet campaign. Who’s on first? Oh, I know. I am reporting today to the Farm Credit Administration. Grow those revenues, people!
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