Transcript business-to-business online direct marketing

BUSINESS-TO-BUSINESS
ONLINE DIRECT
MARKETING
What is Different about B2B
Direct Marketing
More complex:
Long buying cycle.
Multiple parties involved.
Decision drivers are more rational.
Better economics:
Low volume, high value.
Multi-channel marketing:
Resistance from traditional sales/marketing.
Channel conflict.
Requires integration with communication and
distribution strategy.
About Internet B2B Marketing
It is people who buy.
Relationship management is the objective.
The greatest, direct marketing tool ever:
Cheap, fast, interactive, global.
It is all things to all markets:
It communicates.
It provides research.
It generates, qualifies and manages leads.
It transacts.
It manages relationships.
About Internet B2B Marketing
(cont.)
It communicates:
Easy, universal, access to company information.
Push/pull strategies:
• Passive or active.
Easy to integrate with other communication channels.
It researches:
Online focus group.
Website instant surveys.
Consumer panels with message boards.
About Internet B2B Marketing
(cont.)
It fulfills:
E-mail newsletter.
Web response URL.
Customizable contents:
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Instant acknowledgement.
Interactive confirmation.
Involvement.
Cheaper, faster and better.
About Internet B2B Marketing
(cont.)
It generates leads:
Response capture on the Website.
Web based media (banner ads, newsletters, link
deals).
E-mail inquiry qualification.
Lead hand-off and tracking via e-mail:
• Web based management and tracking tool.
About Internet B2B Marketing
(cont.)
It transacts:
B2B mail order is the simplest e-commerce model.
E-commerce as part of distribution strategy:
• Offload other channels from handling repetitive, low value,
“channel ready” product lines.
• Incentive to low-value customers to shop online.
• Provide custom commerce intranets for high-value customers.
Superb customers service is the beginning of the
ongoing relationship
Source: Ruth P. Stevens, IPnetwork and Direct Marketing
Association.