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

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190 BUSINESS-TO-BUSINESS INTERNET MARKETING Anything that can be committed to an electronic format can be distributed live over the Internet. Any product with information at its core can be delivered over the Web. Information products—research reports, survey results, white papers, subscription e-mail newsletters, and the like—are all being sold electronically. One of the b-to-b success stories on the Internet is The Wall Street Journal Interactive Edition (www.wsj.com). The venerable business daily has aggressively marketed its Internet version with a two-week free trial, offering print subscribers the special price of $29 annually, versus $59 for new, non–print subscribers. Dow Jones, the publisher, wisely made sample content from the Interactive Edition available free on the Web site so that nonsubscribers could see its value. The Interactive Edition already has a paid subscriber base of several hundred thousand. Media reports in May 2001 indicated that The New York Times would follow suit with paid services. The line between electronic inquiry fulfillment and order fulfillment continues to blur. B-to-b marketers are anxious to find new ways to qualify prospects, shorten the sales cycle, and, if possible, get prospects and customers to purchase over the Internet. Even if the product itself is not Web deliverable, product update and service information can easily be electronically delivered via e-mail or over the Web. Internet-enabled delivery of products obviously goes beyond the scope of electronic lead fulfillment. It is an area the b-to-b marketer should carefully watch. As information and services become products, the Internet becomes a powerful delivery channel for them. Ultimately, the potential for order e-fulfillment is virtually unlimited for IT marketers. The cost reduction associated with order e-fulfillment is tantalizing. According to the Organisation for Economic Co-operation and Development (www.oecd.org), it costs just $0.50 to distribute a software product electronically versus $15.00 traditionally. And it doesn’t just have to be software. Airlines and e-travel services are seeing enormous benefits from order e-fulfillment. Airlines encourage online customers, particularly business travelers who order last-minute tickets, to use electronic ticketing instead of paper tickets. E-tickets have substantially reduced the cost of doing business for airlines, and the growth of e-ticketing by airlines and travel services such as Biztravel (www.biztravel.com), Expedia (www.expedia.com), and Travelocity (www.travelocity.com) is expected to skyrocket. In mid-2001, Orbitz (www.orbitz.com) was launched by several airlines to further take advantage of this market.
E-fulfillment Resources and Services Executing E-fulfillment 191 Listed here are just some of the many services available to b-to-b marketers that may help facilitate e-fulfillment. Numerous customer relationship management (CRM) products and services now include e-fulfillment components, so if you need a broader solution, you would be wise to expand your search to CRM tools. We will discuss CRM in further detail in the next chapter. DHL (www.dhlmasterclass.com) DHL, an air express company that specializes in international package delivery, offers a site called DHL Masterclass to assist small and medium-size companies transition from traditional to e-business. The site includes resources, information, and tips on fulfillment, logistics, customer relationship management, and supply-chain management. FedEx (www.fedex.com) FedEx has taken a new turn in e-commerce and fulfillment with FedEx eCommerce Builder, a service to help small and midsize companies build online stores. The FedEx service links the company’s electronic delivery and tracking capabilities to each online store, which can be set up in a matter of minutes. MarketFirst (www.marketfirst.com) MarketFirst is a software company that provides a true end-to-end, comprehensive automated marketing platform. MarketFirst offers a marketing knowledge base, campaign design and execution technologies, workgroup collaboration, real-time media preference management, and reporting and measurement capabilities in an integrated, open computing environment. Their eMarketing Blueprint applications are templates that get systems up and running quickly. MarketFirst also offers Web hosting services to allow immediate implementation of automated marketing programs. MarketSoft (www.marketsoft.com) MarketSoft has a solution that it says solves the lead management problem. MarketSoft’s eLeads is an Internet-based system that combines e-business with traditional selling models to ensure that the right leads get to the right people at the right time, measuring results as part of a closed-loop process. MarketSoft’s eOffers improves the timeli-
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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