B2B Marketing Class Three Web Development Kent Lewis [email protected] ://.

B2B Marketing

Class ThreeWeb Development

Kent [email protected] http://www.anvil-media.com/b2b

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