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BUSINESS-TO-BUSINESS ONLINE DIRECT MARKETING. What is Different about B2B Direct MarketingB2B More...
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Transcript of BUSINESS-TO-BUSINESS ONLINE DIRECT MARKETING. What is Different about B2B Direct MarketingB2B More...
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 MarketingIt 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:• 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.