Web B2B Marketing

Web B2B Marketing

An introduction to…1. Planning a great Web site

2. Greater speed & reachvia Web conferencing

David SmithCo-Founder, Obidicut LLC

March 5, 2003

About Me• Creative Director, KVO Adv. & PR• VP New Media, KVO Adv. & PR• VP Interactive Marketing, Syncra Systems• Co-Founder, Obidicut LLC

– Accelerating marketing & sales• Traditional marketing services• Web conferencing• Web & e-mail marketing

– [email protected]– www.obidicut.net

Web Site Defines Your Business

“To businesses, the consequence of those two factors -- the multiplicity of communications options that computing technology is generating, combined with the speed at which technology is evolving -- is chaos…This book is about using design to find order and opportunity in the chaos the computing medium is generating; using design in this way leads directly to making a business viable…Making things understandable and usable isn’t particularly glamorous, but it’s good business.”

Clement Mok, Designing Business

Repeat After Me...

You are not designing a Web site.You are designing your business.

It’s not about...cool picturescompact menus

Javascripthits

ASPFlashCSS

...

DADIM Process

DefinitionDefinition What? Objectives, goals, metrics

ArchitectureArchitecture Information type and structure

DesignDesign Form & function

ImplementationImplementation Build

MaintenanceMaintenanceUse and improve

Definition Architecture Design Implementation

• Objectives, metrics, goals• Competitive landscape• Type of content, interaction &

promotion• User profile• Technology, schedule, budget

constraints• Deliverable: Project Definition

Document

DefinitionDefinition

Definition Architecture Design Implementation

• Key messages• Content amount & format• Content relationships & structure• Technology specification• Navigation modes and choices• Interaction task flows• Schedule and estimate• Deliverable: Architecture Document

ArchitectureArchitecture

Definition Architecture Design Implementation

• Conceptual development• Asset creative treatments

– Graphics & text– Rich media: animation, video,

audio, 3D…• Storyboarding• Prototype development & testing• Deliverables: Functional Prototype

DesignDesign

Definition Architecture Design Implementation

• Complete asset development• Custom programming and

systems integration• Final integration and testing• Deployment and archiving• Deliverable: Complete,

live web site

ImplementationImplementation

DADI Maintenance

• Evolve purpose and function of site

• Introduce new features and content types

• Add depth of freshness of content

• Maintain integrity of content and services

MaintenanceMaintenanceUser ManualEditorial Guide6-Month Plan

How to get visitors?

A Short List…• Search engines• Reciprocal links• Announcements/public relations• Advertising and collateral

– Online and print

• Direct marketing– One time: E-mail, postcard, letter,…– Ongoing: Corporate newsletter(s)

• Affiliate programs• Event -- Web seminar

What is Web Conferencing?

AudioQ&A

Presentation slidesOffice documents

ApplicationsWeb site tours

Polling questionsQ&A

Your Office Your Prospect’sOffice

or your home or hotel room…

from 2 to 2000 participants at once

Web Conferencing Types

ParticipantParticipant

Participant

Attendee Presenter

Web meetings: online collaboration among a small number of peers• Internal company meetings• Collaborative design/development• Sales demonstrations• Briefings…

Presenter

Attendee

Attendee

Attendee

Attendee

Web seminars: online events reaching groups from 15 to 1500+• Seminars• Training• User groups• Employee meetings…

Web Meetings Save Time, Money

• One-day S.F. trip– $300 airfare– $60 taxi/car– One very full day– Out of office– Away from e-

mail, staff– Wear & tear

• 2-hr Web meeting– $120 conferencing*– 2 hour commitment– In the office– Bring in people from

other locations– 6 more productive

hours– No wear & tear

*Once you are set-up and trained

Web Seminar Advantages

• Compared to face-face road shows and seminars, Web seminars:– Save money– Save time– Enhance effectiveness– Are more convenient

Web Seminars Save Money

Introduce new product or service to 200 prospects, sales people or channel partners

Road Show to 5 Cities in 4 Days

3 Web Seminars over any time period

Time cost* $6000 $1000

Travel $3000 0

Lodging & Expenses $1600 0

Rooms and Equipment $2000 0

Web and Audio Conferencing

0 $6000

Handouts and Refreshments

$1500 0

TOTAL $14,100 $7,000* One mid-level presenter and one coordinator

Assuming invitation, registration costs, project management costs are comparable

Logistical Costs

Web Seminars Save Time

• No travel time• Relatively little set-up time• Results available immediately

EventIn-PersonSeminar Travel Set-Up

TearDownCompile Results

Travel

TimeWebSeminar

Log In Compile Results

Event

Web Seminars Boost Effectiveness

• Higher impact than a road show– Include senior level presenters, experts– Capture all audience interaction– Generate reports of meeting activity– Enhance “innovator” image

• No geographic boundaries– Reach new markets and business partners– Qualify more prospects in a given time frame– Keep personalized touch for tier 2 & 3 players

Effective Qualification

RegistrationForm

Demographics Name, title, company Address, phone, e-mail 2-3 qualifying questions

Interaction Attitudes Questions Qualifying Q’s

A legitimate, non-threatening environment to exchange

informationand build a dialog

A legitimate, non-threatening environment to exchange

informationand build a dialog

Polling Q’sChatQ&A

Surveys

Web seminarWeb site

Web Seminars Are Convenient

• Senior level people can participate• Presenters don’t travel• Attendees don’t travel• Results tabulated and available

immediately• Archived events can be viewed at any

time"I've chaired real conferences, and I've chaired virtual conferences. Believe me, virtual is better." - Peter Coffee, eWEEK

Web Seminar Process

PlanningPlanningPromotionPromotion

RegistrationRegistration

PreparationPreparation Follow-UpFollow-UpProductionProduction

• Strategy• Best practices• Vendor choice• Scheduling• Fulfillment• List acquisition

• Content dvpt.• Training• Confirmation• Rehearsals• Approvals• Fulfillment

• Fulfillment• Archiving• Lead mgmt.• Debriefing

• Creative• Web forms• Distribution• List mgmt.• Channel coord.

• Call down• Reminder e-mail• Q&A scripting• Pre-conf. Call• Event mgmt.• Moderator

Source: Obidicut LLC

T - 4 weeks

T - 3 weeks

T - 1 week “T” T + 1 week

Want more information?Web

conferencingsection

Archived Web seminars

Web Seminarian newsletter www.obidicut.net

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