Cover image for Business-to-business Internet marketing : five proven strategies for increasing profits through Internet direct marketing
Title:
Business-to-business Internet marketing : five proven strategies for increasing profits through Internet direct marketing
Author:
Silverstein, Barry, 1948-
Personal Author:
Publication Information:
Gulf Breeze, FL : Maximum Press, [1999]

©1999
Physical Description:
xxix, 398 pages : illustrations ; 23 cm
Language:
English
ISBN:
9781885068354
Format :
Book

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Call Number
Material Type
Home Location
Status
Central Library HF5415.1265 .S535 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

Readers will find proven strategies for increasing profits through Internet direct marketing. The book explains how to apply marketing principles to the new world of business-to-business Internet marketing with strategies for gathering leads, marketing events, generating orders, and improving customer relations. Specific examples and case studies help illustrate each concept.


Table of Contents

About This Bookp. xxvi
Your "Members Only" Web Sitep. xxvii
What "On the Web" Meansp. xxviii
Introductionp. xxix
Chapter 1 Business-to-Business Direct Marketing--A Crash Coursep. 1
Basic Principlesp. 2
Markets, Markets Everywherep. 7
What Are You Really Selling?p. 10
Learning a Lesson from Consumer Marketersp. 12
The Special Requirements of Business-to-Business Direct Marketingp. 14
Why Audiences Are Getting Smallerp. 15
Program Strategiesp. 16
Piercing Business Screensp. 16
Finding the Right Audiencep. 17
Executing Cost-Effective Direct Marketing Campaignsp. 17
Leveraging Other Marketing Effortsp. 18
Meeting Sales Goalsp. 18
Establishing Objectivesp. 18
The Marketing Pyramidp. 19
Putting the Marketing Pyramid to Usep. 20
Another Use for the Marketing Pyramidp. 24
Audience and Mediap. 26
The Consumer with an In-Boxp. 27
Three Key Audience Strategiesp. 27
1. Microsegmentationp. 27
2. Cross-Functional Direct Marketingp. 28
3. Relationship Direct Marketingp. 29
Audience Strategy and Mailing Listsp. 30
Using SICs to Select Listsp. 31
Limit Your Risk by List Testingp. 32
Direct Marketing Mediap. 32
Direct Mailp. 32
Self-Mailersp. 33
Packagesp. 33
Catalogsp. 33
Telephonep. 33
Print Advertisingp. 34
Electronic or Interactivep. 34
Broadcastp. 34
Other Mediap. 34
Media Integrationp. 34
Offer Developmentp. 36
The Underlying Offerp. 36
The Direct Marketing or Promotional Offerp. 37
Basic Rules for Offer Developmentp. 37
Offer Description Makes a Differencep. 40
Offers That Don't Workp. 41
The "If I Build It They Will Come" Offerp. 41
The "Hey Isn't This Cool" Offerp. 41
The "You Need a Law Degree to Figure It Out" Offerp. 41
Creative Executionp. 42
Creative Work That Breaks Throughp. 44
How to Write Winning Direct Marketing Copyp. 46
Adjusting the Creative Execution to Different Mediap. 47
Direct Mailp. 47
Telephonep. 48
Print Advertisingp. 49
Broadcastp. 49
Electronic/Interactive Mediap. 49
Implementation and Analysisp. 50
How to Build Your Marketing Databasep. 50
Strategies for Better Databasesp. 52
Questions to Ask About Outside Databases/Listsp. 53
Why Direct Mail Still Worksp. 54
How Long Does Direct Mail Take?p. 56
The Ins and Outs of Postal Service Requirementsp. 56
First Class Mailp. 57
Standard Mailp. 57
Automationp. 57
Implementing Media Integrationp. 58
How to Make Lead Programs Accountablep. 59
Chapter Summaryp. 61
Basic Principlesp. 61
Program Strategiesp. 63
Audience and Mediap. 63
Offer Developmentp. 64
Creative Executionp. 65
Implementation and Analysisp. 65
Useful Toolsp. 66
Notesp. 66
Chapter 2 The Internet as the Agent of Changep. 72
The New Paradigm--It's for Realp. 73
Datamation Converts to the Webp. 75
What is Really Happening on the Internet?p. 77
E-mailp. 78
Newsgroupsp. 80
The World Wide Webp. 80
Why All the Marketing Excitement About the Internet?p. 80
The Internet is Boundlessp. 81
The Internet Makes Global Marketing a Realityp. 84
The Internet Reaches People with Intellect, Power, and Moneyp. 85
The Internet Offers Increased Business Penetrationp. 85
The Internet Provides a Unique Form of Communications Intimacyp. 87
The Internet Changes the Economics of Marketingp. 88
The Internet Establishes a Brand New Sales Channelp. 88
Intranets and Extranetsp. 90
The Transformation of Direct Marketingp. 91
The Internet Address Is the New 800 Numberp. 94
The Internet Is the Future of Business-to-Business Marketingp. 95
Web Site Helps Start an Interactive Businessp. 96
Moving into the Future Means Transitioning Nowp. 98
Where Is Business-to-Business Internet Marketing Really Headed?p. 100
The Escalation of Global Internet Marketingp. 102
The Worldwide Impact of the Internetp. 104
Expanding Markets and Territoriesp. 108
Developing Global Marketing Partnershipsp. 108
Providing Worldwide Customer Servicep. 108
Approach Global Marketing with Cautionp. 109
The New Response Model: "Intersponding"p. 111
The AIDA Formulap. 111
A Is for Awarenessp. 111
I Is for Interestp. 111
D Is for Desirep. 112
A Is for Actionp. 112
The Nature of the Internetp. 112
What Is Its Content?p. 113
What Is Its Form?p. 113
What Is Its Delivery Format?p. 113
The Web Defies Logicp. 114
Intersponding: A New Response Modelp. 116
Seven Proven Internet Marketing Strategiesp. 119
Chapter Summaryp. 121
The New Paradigm--It's for Realp. 121
The Transformation of Direct Marketingp. 122
The Escalation of Global Internet Marketingp. 122
The New Response Model: "Intersponding"p. 123
Seven Proven Internet Marketing Strategiesp. 124
Notesp. 124
Chapter 3 Generating and Qualifying Leads With the Internetp. 126
Leads and More Leadsp. 126
Enhancing Direct Mail with Telemarketingp. 127
Quantity or Quality?p. 129
Why Is Lead Quality So Important?p. 131
How to Apply Targeted Lead Generation to the Internetp. 132
Using the Internet Enhances Direct Mail Responsep. 133
What is the Payback?p. 135
Analysis of Programs A and Bp. 135
The Internet Can Improve Your Entire Lead Management Processp. 139
Integrating E-mail into Your Lead Generation Programp. 140
Inbound E-mailp. 140
Outbound E-mailp. 141
Customer Communicationsp. 145
Follow-upsp. 146
Major Announcements or Breaking Newsp. 147
E-mail Newslettersp. 147
E-mail Surveysp. 149
E-mail Discussion Groupsp. 150
Making E-mail Work Harderp. 150
Using Web Response Formsp. 153
Web Response Forms Tighten the Processp. 155
The Basics of Constructing Web Response Formsp. 156
Multitiered Web Response Forms Identify Prospects' Specific Interestsp. 158
Web Response Forms Capture Leads from Large and Small Companies Alikep. 160
Using Your Web Site for Lead Generation and Qualificationp. 161
Not All Web Sites are Response Orientedp. 161
A True Storyp. 162
Seize the Opportunity to Set Your Web Site Apartp. 163
Incorporate Direct Marketing Techniques into Your Web Sitep. 164
Characteristics of Effective Marketing Web Sitesp. 166
Compelling, Well-Designed Home Pagep. 166
Timely Updatingp. 167
Intuitive Navigational Flowp. 167
High-Value Information Contentp. 168
Fast Response Timep. 168
Response Orientationp. 169
Respect for Privacyp. 169
Federal Express: A Web Site That Does It All Wellp. 170
How Do You Get Repeat Visitors to Your Web Site?p. 170
Automated E-mail Responsep. 171
Cookiesp. 171
Databases, Interactivity, and Multimediap. 172
How Do You Measure the Direct Marketing Effectiveness of Your Web Site?p. 173
Employing Web Site Links to Generate Leadsp. 174
Free Linksp. 174
Paid Linksp. 175
Creating and Placing Online Advertisingp. 176
How Effective Is Banner Advertising?p. 179
Will Rich Media "Save" Banner Advertising?p. 182
Best Practices in Business-to-Business Banner Advertisingp. 183
Banner Ad Placement Is Critically Importantp. 187
Other Important Facts about Banner Advertisingp. 189
Qualified Lead Generation with Banner Advertisingp. 191
Incentive Programs: Another Form of Online Advertisingp. 193
Chapter Summaryp. 194
Integrating E-mail into Your Lead Generation Programp. 195
Using Web Response Formsp. 196
Using Your Web Site for Lead Generation and Qualificationp. 197
Employing Web Site Links to Generate Leadsp. 197
Creating and Placing Online Advertisingp. 198
Notesp. 199
Chapter 4 Using Internet Events to Promote Products and Servicesp. 200
Are Live Events Good Marketing Investments?p. 200
The Typical Seminar Seriesp. 202
The Net Eventp. 205
Replacement or Enhancement?p. 208
The Net Event Is Not Without Technological Challengesp. 209
Types of Internet Eventsp. 212
The Online Trade Showp. 212
The Online Seminar or Presentationp. 213
The Online "Webcast"p. 214
The Online Meetingp. 214
Developing and Hosting the Internet Eventp. 214
Virtual Seminar with a Unique Twist: 3Dp. 216
Guidelines for Developing and Hosting Your Own Internet Eventp. 218
1. Plan Your Eventp. 218
2. Develop the Eventp. 218
Critical Success Factorsp. 219
3. Establish a Structure for the Eventp. 220
4. Create the Content for the Eventp. 220
5. Research and Add Appropriate Technologiesp. 221
6. Determine How the Event Will Be Hostedp. 222
7. Program and Test the Eventp. 223
8. Promote the Eventp. 223
9. Evaluate the Resultsp. 223
Using a Virtual Seminar for a New Product Introduction to Customersp. 224
Promoting Events Using the Internetp. 226
Promoting the Net Eventp. 229
Case Study: A Business-to-Business Online Seminar Program in the Year 2002p. 230
Chapter Summaryp. 233
Notep. 234
Chapter 5 Executing Instant Fulfillment on the Internetp. 235
Traditional Fulfillment: An Aging Processp. 236
The Transformation of Traditional Fulfillmentp. 238
Direct Mailp. 239
Faxp. 239
Telephonep. 240
The Electronic Fulfillment Differencep. 241
Means of Electronic Fulfillmentp. 245
"Pulling" the Prospect to Youp. 245
1. The Web Response Areap. 245
2. The Web Sitep. 246
3. E-Mailp. 246
"Pushing" Information to the Prospectp. 247
The Real Benefits of Fulfillment on the Internetp. 250
Acknowledgmentp. 250
Confirmationp. 251
"Instant" Fulfillmentp. 252
Instant Online Helpp. 254
Moving to Web-based Information Disseminationp. 255
HTML Pagesp. 256
PDFsp. 256
The CD/Web Connectionp. 259
The Kiosk/Web Connectionp. 261
Future Information Dissemination Channelsp. 263
Creating Online Demos and Trialsp. 265
Distributing Live Products Over the Internetp. 267
Top Technology Company Transfers Fulfillment to the Webp. 268
Instant Fulfillment Leads to Book Sales and Qualified Prospectsp. 270
Chapter Summaryp. 271
Chapter 6 Generating Orders Through the Internetp. 274
Expectation versus Realityp. 275
How Amazon.com Delivers on the Promise of E-Commercep. 278
Customer Service That Sets Amazon.com Apartp. 280
Applying the Amazon.com Model to the Business-to-Business Marketp. 281
How E-Commerce Affects Your Selling Modelp. 283
The Retail or Mail Order Modelp. 284
The Reseller Modelp. 286
The Direct Selling Modelp. 287
How to Get an E-Commerce Order Generation System Up and Runningp. 289
Transitioning from an Existing Order Generation Systemp. 289
Starting a New Order Generation System on the Internetp. 292
Should You Use a Web Hosting Service for E-Commerce?p. 295
Taking Orders Electronicallyp. 296
Driving Traffic from the Internet to a Traditional Order Generation Channelp. 298
The Business of Order Fulfillmentp. 299
Ten Business-to-Business E-Commerce Capsule Case Studiesp. 301
American Airlines (www.AA.com)p. 301
Cisco Systems (www.cisco.com)p. 302
Dell Computer (www.dell.com)p. 302
Grainger (grainger.com)p. 303
Marshall Industries (www.marshall.com)p. 304
Mercata (www.mercata.com)p. 304
MergerNetwork.com (www.mergernetwork.com)p. 304
NECX (www.necx.com)p. 305
Utility.com (www.utility.com)p. 305
ValueAmerica (www.valueamerica.com)p. 306
Chapter Summaryp. 306
Notesp. 308
Chapter 7 Enhancing Customer Relationships with the Internetp. 309
Building Better Customer Relationshipsp. 310
Remember the Marketing Pyramidp. 312
Using the Internet to Learn About Customers and Build Better Relationshipsp. 314
1. Maintaining an Ongoing Relationship with Your Most Valued Customersp. 314
2. Moving Your Other Customers up the Marketing Pyramidp. 319
Acuity (www.acuity.com)p. 320
Brightware (www.brightware.com)p. 320
Broadvision (www.broadvision.com)p. 320
E.piphany (www.epiphany.com)p. 321
LivePerson (www.liveperson.com)p. 321
netDialog (www.netdialog.com)p. 321
Net Perceptions (www.netperceptions.com)p. 322
Silknet Software (www.silknet.com)p. 322
ATandT InteractiveAnswers (www.iaexpress.com)p. 323
NetCall Telecom (www.netcallusa.com)p. 324
WebLine Communications (www.webline.com)p. 324
Moving to the One-to-One Customer Relationshipp. 325
Five Ideas for Building a One-to-One Customer Relationship Programp. 326
1. Treat Customers Like Prospectsp. 326
2. Ask Customers What They Want--And Give It to Themp. 328
3. Explore New and Innovative Ways to Encourage and Reward Customer Loyaltyp. 328
4. Recognize the Differences Between Classes of Customers--And Treat Customer Classes Differentlyp. 329
5. Make One-to-One Funp. 330
Major Developer of Technical Computing Software Meets Customer Needs on the Webp. 330
Building Customer-Driven Extranetsp. 332
A Checklist for Developing Customer Extranetsp. 335
Why Enhancing Customer Relationships With the Internet Is Worth Itp. 337
Chapter Summaryp. 338
Notesp. 340
Chapter 8 Establishing a Business Community on the Internetp. 342
What is an Internet Community?p. 342
Types of Communitiesp. 345
Online Service Providersp. 345
Portalsp. 347
BellSouth Buzz (www.buzz.bellsouth.net)p. 351
Dow Jones (www.dowjones.com)p. 352
eCommerce Portal (www.ec-portal.com)p. 352
infoUSA (www.infousa.com)p. 352
Learning.Net (www.learning.net)p. 352
Office.com (www.office.com)p. 352
RightAnswers (www.rightanswers.com)p. 353
YourComments (www.yourcomments.com)p. 353
Virtual Malls and Auctionsp. 354
AdAuction (www.adauction.com)p. 354
CompareNet (www.comparenet.com)p. 355
eBay (www.ebay.com)p. 355
eMarketLive (www.emarketlive.com)p. 356
FreeMarkets OnLine (www.freemarkets.com)p. 357
Manheim Online (www.manheim.com)p. 357
Onsale.com (www.onsale.com)p. 357
Priceline (www.priceline.com)p. 358
Other Business Communitiesp. 358
The Information Technology Super-Sitesp. 358
CMPnet (www.cmpnet.com)p. 359
C|Net (www.cnet.com)p. 359
IDG.net (www.idg.net)p. 359
ZDnet (www.zdnet.com)p. 359
Some Business-to-Business Communitiesp. 359
Ariba (www.ariba.com)p. 359
BuyersZone (www.buyerszone.com)p. 360
CommerceInc (www.commerceinc.com)p. 360
Industry.net (www.industry.net)p. 360
Manufacturing.net (www.manufacturing.net)p. 361
Medcast Networks (www.medcast.com)p. 361
Plastics Network (www.plasticsnet.com)p. 361
ProcureNet (www.procurenet.com)p. 362
Product News Network (www.productnews.com)p. 362
SciQuest (www.sciquest.com)p. 362
VerticalNet (www.verticalnet.com)p. 362
Works.com (www.works.com)p. 363
Case Study: A Virtual Walk Through A VerticalNet Communityp. 364
The Home Pagep. 364
On This Sitep. 364
Next Stop: Product Showcasep. 365
Next Stop: Risk Managementp. 365
Next Stop: Discussion Forumsp. 365
Next Stop: Career Centerp. 365
What Did We Learn?p. 366
Becoming Part of a Business-to-Business Communityp. 367
Find the Right Communitiesp. 367
Narrow Your Optionsp. 368
Which free services are offered?p. 368
What opportunities for free publicity exist?p. 368
What opportunities for paid advertising and promotion are available?p. 369
Building Your Own Business-to-Business Communityp. 370
Tools to Help You Build a Communityp. 372
321 Website! (www.321website.com)p. 372
Deja News (www.dejanews.com)p. 372
Delphi (www.delphi.com)p. 373
eGroups (www.egroups.com)p. 373
Excite (www.excite.com)p. 373
Involv (www.involv.net)p. 374
PeoplePanel (www.peoplepanel.com)p. 374
What to Build Into Your Communityp. 374
1. Determine the type of community you needp. 374
2. Set objectives for your community and establish an operating budgetp. 375
3. Establish a community structurep. 375
Information centerp. 375
Community servicesp. 375
Interactive areasp. 376
Conducting business, or using e-commercep. 376
Involving partnersp. 376
4. Set up the back-endp. 377
5. Launch and publicize your communityp. 377
6. Maintain and grow your communityp. 377
Chapter Summaryp. 378
Notesp. 379
Chapter 9 Using the Internet to Create and Manage Partner Programsp. 380
Partnering--The Traditional Wayp. 381
Cooperate but do not capitulatep. 381
Accentuate your compatibilityp. 382
Centralize lead processingp. 382
Offer resellers turnkey programs--and make it easy to participatep. 382
Supporting Partners with Traditional Direct Marketingp. 383
The Starting Point for Internet Partnering: Affiliate Programsp. 386
Business-to-Business Affiliate Programsp. 388
Tips on Becoming an Affiliatep. 389
1. Choose affiliate programs carefullyp. 389
2. Verify the legitimacy of the programs you are consideringp. 389
3. Select programs that meet your Web site visitors' needsp. 390
4. Test one programp. 390
5. Continuously evaluate the program...and add other programs selectivelyp. 391
Guidelines for Creating Your Own Affiliate Programp. 391
1. Establish an e-commerce operation firstp. 391
2. Construct an affiliate program that benefits everyonep. 392
3. Work out all the detailsp. 392
4. Protect yourself with a legal agreementp. 393
5. Service your affiliatesp. 393
6. Make a long-term commitment to affiliate marketingp. 393
Examples of Affiliate Programsp. 394
Amazon.com (www.amazon.com)p. 394
Art.com (www.art.com)p. 394
BidFocus (www.bidfocus.com)p. 394
CorporateAccess (www.corporateaccess.com)p. 395
ebates (www.ebates.com)p. 395
Newsstand Network's enews (www.enews.com)p. 395
GeoCities "Pages That Pay" (www.geocities.com)p. 396
GoTo.com (www.goto.com)p. 396
iCreditReport (www.icreditreport.com)p. 396
iSyndicate (www.isyndicate.com)p. 396
One and Only Network (www.oneandonlynetwork.com)p. 397
VeriSign (www.verisign.com)p. 397
Using the Internet to Support Channel Partnersp. 397
IBM Turns Partners into "TeamPlayers"p. 398
Building an Internet-based Channel Partner Programp. 399
1. "Web-ize" the partner relationshipp. 400
2. Link your communications electronicallyp. 401
3. Promote your partners in a special area of your Web sitep. 401
4. Establish a partner service extranetp. 401
Examples of Partner Programsp. 402
3Com (www.3com.com/partners/)p. 402
Intel (channel.intel.com)p. 402
Novell (partnerweb.novell.com)p. 402
Oracle (www.oracle.com/partners/)p. 402
Partnering, Internet Style: What the Future Holdsp. 403
Chapter Summaryp. 405
Notesp. 406

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