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Case Study
LAST YEAR, CORDA TECHNOLOGIES realized its Web site presented information in a language that several important audience segments couldn't easily understand.
The Lindon, Utah-based data visualization software company had originally builtthe site using precise, technical lingotoappeal to software developers. However, Corda was tryi ng to broaden its marketing efforts to include business executives, IT managers, government agencies and original equipment manufacturers.
"Our Web site was very productoriented and didn't communicate what's most important to these new audiences," said David Vandagriff, Corda's VP-marketing. "That is, what exactly are the strategic benefits-rather...