BUSINESSTOBUSINESS ONLINE DIRECT MARKETING

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BUSINESS-TO-BUSINESS ONLINE DIRECT MARKETING
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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.

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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.

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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.

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About Internet B2B Marketing (cont.)

• It fulfills
• E-mail newsletter.
• Web response URL.
• Customizable contents
• Instant acknowledgement.
• Interactive confirmation.
• Involvement.
• Cheaper, faster and better.

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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.

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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.