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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