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.