b2b marketing class three web development kent lewis [email protected] :
TRANSCRIPT
Agenda
Class Project Update
Guest Speakers
Web DevelopmentFeatures and content
Backend functionality
News and case studies
Project
Outlines due today
Draft of marketing plan due next week
Questions?
Web Development
Make moneyE-commerce
Advertising and sponsorship revenue
Subscriptions
Save moneyElectronic documents – printing, mailing
Transaction processing – automating systems
Intranet/extranets – self-managed content
Features and Content
Search engine optimization (SEO)
Valuable content
Web seminars
Exchanges and E-marketplaces
Affiliate programs
E-commerce
SEO
Optimizing Web site for search enginesRobots index sites regularly
Algorithms look at tags, text, links and traffic
Should relate to text on page:URL
Title tags
META tags
ALT tags
Refresh content and submit regularly
Automate process with WebPosition
Valuable Content
Company description on home pageProduct screenshots, demos, examplesCustomer testimonials, case studiesClient or customer listCustomer support informationNews RoomSite map and searchEmail signup for free updatesFeedback form, surveyMultiple options for contact
Web Seminars
Tradeshows, seminars, conferences
Global, interactive, measurable
Up to 90% cost savings
Useful for branding and educationGenerating suspects
Qualifying prospects
Training customers
Training employees and partners
Educating stakeholders
9.11
Web Seminars
Collaboration featuresDocument sharingPolling, surveysAudio, video and multimediaTracking and archiving
VendorsAstoundContigoeGendaPlacewareWebEx
Exchanges and E-marketplaces
eMarketplaces will capture 53% of trade between businesses by 2004
BBS, newsgroups, chat, discussion lists
Portals and vortals
Auctions – eBay vs. ?
Business exchanges:BizProLink
BuyUSA
Covisint
VerticalNet
Developing Partnerships
Traditional marketing partnershipsCooperate but don’t capitulate
Accentuate your compatibility
Centralize lead processing
Develop channel programs
Internet-supported relationshipsCustom extranet sites
Email updates
Affiliate programs
Affiliate Programs
Useful for generatingTraffic - $.01 to .05 per click
Leads - $.50 to 1.50 per lead
Sales – 5% to 15% of revenue
Pay for performance only
95/5 rule
Some drawbacks:Requires ROI analysis – not for everyone
Requires middleware – can be pricey
Requires maintenance – approval, support
Affiliate Programs
Vendors:BeFree
Commission Junction
LinkShare
Vendor evaluation criteria:Size: income, merchants, affiliates
Services: check processing, approval, promos
Fee structure: one time, ongoing, percentage
Contract: length, ownership
Backend Functionality
Content management systems (CMS)
Fulfillment
E-commerce
Customer relationship management (CRM)
CMS
Automating the process and contentUpdate common areas – home, news
Give power to the people – marketing
Integrates with CRM
Can be very cost-effective over lifetime
ChallengesStill in infancy
Inflexible or expensive
Not user-friendly
Only as good as it’s operators
Fulfillment
Responding to a request or order
Automating product delivery
E-fulfillment – e-commercePhone – live or IVR
Fax – fax-on-demand
Mail – BRC
Web – email, Web response form
Kiosk, CD-ROM – hybrid models
Fulfillment
Push vs. pull
E-fulfillment strategiesAcknowledgement
Confirmation
Instant fulfillment
Thank you
Online tracking and help
Reminders and recommendations
E-commerce
Selling online - $2.7 trillion by 2004 in U.S.
Key issues for businesses:Security and privacy
Infrastructure costs
Regulatory environment
E-commerce strategiesMall
Retail
Sales force/DM
Bots
CRM
Managing the customer lifecycleSuspect – interest; attention
Prospect – intent, intention
Customer – interaction, retention
ObjectivesEvaluate marketing programs – which half
Streamline fulfillment
Automate support
Turn customers into advocates
CRM
Second only to e-commerce in growth
The Internet’s greatest unfulfilled promise
Getting your .02 worth – listening=loyalty
Moving customers up the pyramid – 80/20
Vendors:GoldMine
Salesforce.com
Pivotal
Onyx
Siebel
Resources
Co-operations – www.cooperations.com
CRM Guru – www.crmguru.com
Egenda – www.egenda.com
eMarketer – www.emarketer.com
Obidicut – www.obidicut.com
Refer-It – www.refer-it.com SearchEngineWatch – www.searchenginewatch.com
WebEx – www.webex.com
WebSiteGarage – www.websitegarage.com
Web Digest for Marketers – www.wdfm.com
B2B Marketing
Draft due next weekRead SilversteinBring in news, questions and commentsSee you next week
Kent [email protected] http://www.anvil-media.com/b2b