I was recently interviewed by a prospective client, and I thought their thoughtful questions — and...
This month, our update is a little closer to home.
We recently redesigned the World Innovators website. Not simply because it needed a new look, but because our business has continued to evolve, and we wanted the website to do a better job of explaining what we actually do today.
World Innovators was founded in 1980 around a fairly simple idea: good marketing starts with understanding who you are trying to reach.
Forty-six years later, that has not changed.
What has changed are the tools, the amount of information available, the number of marketing channels competing for attention, and now, of course, AI.
Our new website is meant to bring those pieces together more clearly.
Starting With the Right Audience
One of the biggest changes is that we have simplified the way we talk about our work.
We help companies identify and reach specialized B2B audiences through reputable industry sources, then think through the marketing and follow-up needed to turn that initial connection into a real business relationship.
Sometimes that means email. Sometimes direct mail, media, events, sponsorships or other targeted opportunities. Our expanded relationship with Informa has also significantly increased the audiences and channels we can help clients access.
But the channel should never be the starting point.
The starting point should be: Who are you actually trying to reach, and why?
That idea is much more central to the new site because it is increasingly central to the conversations we are having with clients.
Giving AI Its Proper Place
We have also made our work around AI easier to find.
AI has become an important part of World Innovators, from Donna's speaking and team training to our Grounding AI podcast and the ways we use these tools ourselves for research, communication, sales and marketing.
But we continue to approach AI in a very practical way.
We are interested in where it saves time, helps people understand their audiences, improves communication or allows a team to work more effectively.
We are far less interested in using technology simply because it is new.
AI should support good judgment and good relationships, not replace either one.
And Keeping the Part That Matters Most
Perhaps the most important part of redesigning the website was making sure we didn't redesign ourselves in the process.
World Innovators is still a family-founded business.
We still believe in picking up the phone.
We still want to understand what a client is trying to accomplish before recommending where they spend their marketing dollars.
And we still believe a smaller, relevant audience can be considerably more valuable than reaching thousands of people who have no reason to care.
The new website is cleaner and more direct, but we hope it also feels like us.
As our capabilities continue to expand, that is something we intend to hold onto.
Take a look around the new World Innovators website. And, as always, if there is an audience, marketing challenge or business question you are trying to figure out, start a conversation with us.
