I opened my BtoB Daily News Alert newsletter and caught the headline, “Genalytics offers on-demand targeting for b-to-b“. Here’s what I saw in the newsletter:

Genalytics offers on-demand targeting for b-to-b
Andover, Mass.—Genalytics announced Tuesday it has launched On-Demand Targeting for b-to-b campaigns. The product is designed to enable marketers to leverage automated predictive modeling techniques, profiling and list scoring to identify prospective business customers.

I’m instantly interested. But, no link to more information? So, I head to Google and search on Genalytics. I’m sure once I get to their site, I’ll be hit with more information that will make me pick up the phone and call. I get to their site….and….nothing. I can’t find anything. The latest news is on the left, but nothing in June talking about BtoB tools. Is the information there and I’m missing it?

I could be missing the obvious…maybe someone from Genalytics will chime in and show me what I missed or maybe BtoB Daily News ran the wrong information. Nonetheless, this is a problem I see often with alot of news releases. People create buzz and don’t back it up on their site.
If you’re going to pump news out to the marketplace, expect interest. Here’s what I like to see as a buyer of online marketing and related tools when I see news:

• Show the news on your site so I know I’m at the right place
• Show me you’re serious about your news by expanding on the release with more information pertaining to the subject. I want to believe you’re an industry expert
• Provide a case study or tutorial showing your new product or service in action
• Finally, show me how to get more information. Typically, this means some sort of contact form.

Obviously, this type of news is going to strike my interest as a BtoB marketer. Genalytics could be a great company – my intention is not to show them in a bad light. They just happen to have an example of something I don’t understand…not backing up public news with information on your site.

Do you have any other tips and tricks for press releases and providing information to interested prospects?