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

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xxii BUSINESS-TO-BUSINESS INTERNET MARKETING Your “Members Only” Web Site The Internet marketing world changes most every day. That is why there is a companion Web site associated with this book. On this site, you will find the latest Internet marketing news, book updates, expanded information, and other business-to-business Internet marketing resources. However, you have to be a member of the “Business-to-Business Insider’s Club” to gain access to this site. When you purchased this book, you automatically became a member (in fact, this is the only way to join). To access the companion Web site, go to the Maximum Press Web site located at www.maxpress.com and follow the links to the “Business-to-Business Internet Marketing” companion Web site. When you try to enter the companion Web site, you will be prompted for a User ID and Password. Type the following: For User ID: b2b4e For Password: drift You will then be granted full access to the “Members Only” area. After you arrive, bookmark the page in your browser and you will never have to enter the User ID and Password again. Visit the site often and enjoy the Internet marketing news and information with our compliments—and thanks for buying the book. We ask that you not share the “User ID” and “Password” for this site with anyone else.
Introduction The original edition of Business-to-Business Internet Marketing filled a need in the marketplace. At the time of its publication, it was the first book to show how to apply proven business-to-business (b-to-b) direct marketing principles to the Internet. Thankfully, the popularity of the book, along with the continuous and dramatic change that is occurring in Internet marketing, demanded that second and third editions be published. This book has been published in several international editions as well. Since the publication of the third edition, however, two fundamental market changes have occurred, and they set the tone for this fourth edition. The first fundamental change is the fact that the strategies originally identified in Business-to-Business Internet Marketing are now widely accepted practices. In fact, although this book was an early entry, there are far more Web sites, e-newsletters, trade publications, and books addressing the b-to-b Internet world today. This is because one of the brightest areas of promise on the Internet is business-to-business and, with it, b-to-b marketing. B-to-b marketers have adopted Internet marketing for lead generation and qualification. They are pioneering the use of Internet events for marketing. B-to-b marketers increasingly integrate e-fulfillment into their marketing programs. They are building customer relationships, participating in communities, engaging in Internet partnerships, and selling on the Internet, and the best of the b-to-b marketers truly understand and leverage the power of integrating online and offline marketing. So you will find that the fourth edition, more than previous editions, documents the use of the strategies by successful b-to-b marketers as much as it describes the strategies themselves. This is a significant shift, because the market is moving from concept to execution. As a result, we have more statistics to share, more examples to study, and more successes to learn from. The second fundamental market change is what many regard as the Dot-Com Crash, which began in late 2000 and extended into 2001. Unfortunately, Internet overexpansion intersected with a weakening xxiii
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