Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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x BUSINESS-TO-BUSINESS INTERNET MARKETING Approach Global Marketing with Caution .............................. 32 The New Response Model: “Intersponding” ................................... 33 The Nature of the Internet ....................................................... 33 What Is Its Content? ........................................................ 34 What Is Its Form? ............................................................ 34 What Is Its Delivery Format? ........................................... 34 The Web Defies Logic ...................................................... 35 Intersponding: A New Response Model................................... 36 Seven Proven Internet Marketing Strategies ..................................... 40 Chapter 2: Generating and Qualifying Leads with Your Web Site 42 A Word about .com: ........................................................................ 43 The Lead Generation Dilemma: ....................................................... 43 Enhancing Direct Mail with Telemarketing ............................. 44 Lead Quantity vs. Lead Quality .............................................. 45 Why Is Lead Quality So Important?........................................ 46 How To Enhance Targeted Lead Generation with the Internet:....................................................... 47 The Internet Can Improve Your Entire Lead Management Process................................................... 49 The First Step: Web Response Forms ............................................... 50 Web Response Forms Tighten the Lead Qualification Process .. 52 The Basics of Constructing Web Response Forms ................... 52 Using Your Web Site for Lead Generation and Qualification ...................................................... 56 Seize the Opportunity to Set Your Web Site Apart ................... 56 Incorporate Direct Marketing Techniques into Your Web Site... 57 Characteristics of Effective Marketing Web Sites ..................... 58 Compelling, Well-Designed Home Page ........................... 58 Timely Updating .............................................................. 59 Intuitive Navigational Flow ............................................. 60 High-Value Information Content ..................................... 60 Fast Response Time ......................................................... 61 Response Orientation ...................................................... 61 Respect for Privacy .......................................................... 62 Use of Personalization ...................................................... 62 What You’ll Get When You Follow the Rules .......................... 63 How Do You Get Repeat Visitors to Your Web Site? .............. 63
Table of Contents xi Automated E-mail Response ............................................ 63 Cookies ............................................................................ 64 Databases and Personalization ......................................... 65 Interactivity and Multimedia ........................................... 66 Creating “Mini-sites” ...................................................... 66 Mini-site Helps Launch a New Product ........................... 67 Mini-site Promotes Special Offers .................................... 67 Mini-site Transitions Customers ...................................... 68 How Do You Measure the Direct Marketing Effectiveness of Your Web Site? ........................................... 68 Employing Web Site Links to Generate Leads ......................... 69 Free Links ........................................................................ 69 Paid Links ........................................................................ 71 A Future Consideration for Your Web Site .............................. 72 The Best B-to-B Web Sites ................................................................ 72 Chapter 3: Generating and Qualifying Leads with Online Advertising 74 Creating and Placing Online Advertising ......................................... 75 How Effective Is Banner Advertising? ..................................... 78 Will Rich Media “Save” Banner Advertising? .......................... 81 Best Practices in Online Advertising ........................................ 83 Online Ad Placement Is Critically Important .......................... 88 Other Important Facts about Online Advertising .................... 90 Newsletter Sponsorships: For B-to-B Marketers, It Could Be the Better Way to Advertise .............................. 92 Advertising Tip: Don’t Forget Those Search Engines and Directories ............................................ 93 Incentive Programs: Another Form of Online Advertising ...... 94 ClickRewards (www.clickrewards.com) .......................... 95 MyPoints (www.mypoints.com) ....................................... 95 Online Advertising Is Undergoing Continuous Innovation ..... 95 Chapter 4: Generating and Qualifying Leads with E-mail 97 Why E-mail Marketing Is Exploding ............................................... 98 Integrating E-mail into Your Marketing Programs ........................ 100
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Page 7 and 8: Publisher: Jim Hoskins Manager of F
Page 9 and 10: Acknowledgments For helping me crea
Page 11: Table of Contents Table of Contents
Page 15 and 16: Table of Contents xiii Real Estate
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Page 23 and 24: About This Book About This Book xxi
Page 25 and 26: Introduction The original edition o
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101 Ways to Promote Your Web Site,
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