[tlb]

Also, the more expensive your product, the higher up the ladder you have to sell because corporate budgets work that way. While people who will be using the product want to know what the product does, senior managers with budget approval want to know something more abstract, like will it improve their ROI by accelerating synergies or leverage their human capital to drive innovation. It can be more important to optimize the website for the people approving the budget.

[yeukhon]

I will second the website optimization for all audiences in general. When I come across a vendor website and I find I am spammed by "read our whitepapers" popups or stop-right-there page, I usually judt quit, unless I find the product interesting. I also prefer if vendor doesn't ask for an email address before letting me download. I get it is needed for marketing, but if I really do like your product, I will follow up.

Finally, usually sales end up with either director of engineering/whatever or VP/SVP, so do a really good presentstion...