Web Site Icon Helps Close Sales Gap

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Akamai, a provider of content delivery services, is helping close the gap between turning potential customers into customers, thanks to Callbutton.

Callbutton offers the ability to place icons on web sites that allow visitors to type in their contact information, and have a person call them within moments to answer their questions.

"There is an immediacy to this that allows us to market our services better," says Lara Bashkoff, director of online sales for Akamai, based in Cambridge, Mass. "When people come to our web site, we want them to know what we bring to the market. And part of that is the ability to explain what we do. And if someone has questions, you want to talk to them as soon as possible. This expedites that process. It keeps the lead generation process flowing."

The Callbutton icon allows Akamai's potential customers to reach the company with very little effort, and at the moment they are in the frame of mind to talk about Akamai, not days or even hours later with a response via email.

For 1-year-old Callbutton, based in Dallas, Akamai is the biggest client to date. And it landed Akamai as a client by "practicing what we preach," says CEO Michael Markette. "Our marketing, everything we do is direct in nature. Direct mail, direct advertising, and we've done well with getting attention from the press."

Akamai is a perfect fit for Callbutton, explains Markette, because "they are a company that sells a complex product. You're not going to buy something that is complex without asking questions. They need help handing out leads to sales, and sales leads are e-commerce for our customers. That is the best thing they are going to do on their web sites is develop a lead."

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Gordon, Andrew - (2001, September 20) Web Site Icon Helps Close Sales Gap - Technology Marketing