BUSINESS-TO-BUSINESS ONLINE DIRECT MARKETING. What is Different about B2B Direct MarketingB2B More complex: Long buying cycle. Multiple parties involved.

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Presentation transcript:

BUSINESS-TO-BUSINESS ONLINE DIRECT MARKETING

What is Different about B2B Direct MarketingB2B 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: 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). inquiry qualification. Lead hand-off and tracking via 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.