First off: one of my favorite clients (former) is Erin Fagan, Director Marketing Communications at Teradata. Erin has the lead panel today at MarketingProfs BtoB Forum here in Boston talking about the teradata.com web site overhaul. She's discussing the house cleaning of content on the site (out of the hundreds of pages from 45+ stakeholders) and how she found that very few people missed what was taken out. Among other challenges were the "contingency battles" between those who affiliated with vertical and horizontal approaches to marketing and sales.
The goal is creating a web site that drives leads. But the focus is on servicing existing customers to solve their problems. So the message to prospects is that you can solve their problems as well.
"The web site has intelligence." Using Google analytics, Doug Lenos from Teradata's agency, BRC Marketing (Dayton, OH) mined content management data and developed gap analysis to find out what customers wanted and where they needed to add new content.
Where does the web enter the complex sales cycle? Key lessons: at the beginning of the sales cycle. Teradata has developed more slide sharing capability to give their influencers "grab and go" short presentations.
"Small wins = Big change" - Best advice. Make your changes to your website incremental and stay away from big budget and big bandwidth. Get small successes, promote and then get more small successes.