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

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250 BUSINESS-TO-BUSINESS INTERNET MARKETING Before we explore Internet partnering, it might be appropriate to talk about some of the ways you can get the most out of traditional partner marketing relationships. Cooperate But Do Not Capitulate Cooperative marketing programs should be just that—cooperative. You and your partner should develop programs together, and you should agree on common objectives, offers, messaging, and logistics. It is generally best for only one partner to take the lead—and usually it is the partner who is putting in the most money. If that is your company, you need to diplomatically take control of the program. Although you will work in a spirit of cooperation, you will also want to be sure that your company gets what it needs out of the relationship, that you can make the final decisions, and that you will get a reasonable return on your investment. Accentuate Your Compatibility Get to the root of what is fundamentally special about your partner relationship—and then highlight the benefits of it. You may want to develop special packages or offers that make it very attractive to purchase your products together with your partner’s products. If the partner relationship involves service and support, this too could be a unique aspect of your sale. Whenever you sell jointly, convince the prospect that your partnership makes you stronger and differentiates you from the pack. Centralize Lead Processing If possible, centralize lead processing and fulfillment. If you are the lead partner, maintain management of the lead generation process. If leads go directly to partners, you immediately lose control over those leads—and your ability to track responses and analyze results is lost as well. If you must decentralize lead generation, at least establish and agree on methods to share, distribute, contact, and follow up on leads. This activity should be just as carefully managed and coordinated as joint sales calls. Offer Resellers Turnkey Programs—And Make It Easy To Participate Many b-to-b direct marketers are involved in channel marketing— marketing products and services through VARs (Value-Added Resellers), retailers, distributors, representatives, agents, or other marketing partners who resell products. Computer hardware, software,
Developing Internet Partnerships 251 and networking manufacturers have widely adopted this selling model to reach diverse markets more effectively, often on a worldwide basis. (For an in-depth look at this business, visit CMPnet’s ChannelWeb at www.channelweb.com). Insurance companies have long distributed their products and services through captive or independent agents. Resellers are a special kind of partner. They especially like programs that support their business but take very little effort on their part. If you want to support reseller partners, it pays to design direct marketing programs that are fast, low in cost, and easy to customize for resellers. Consider doing VAR versions of your end user promotions, and get larger VARs to sign on up front so you can simply tag them on to your existing program. It will be easier, faster, and cheaper for everyone. Consider adding incentive programs for the sales teams of larger resellers—so they get excited about promoting your products over someone else’s. Make sure the sales teams (yours as well as your partners’) are informed of any direct marketing programs that you are executing on their behalf. Supporting Partners with Traditional Direct Marketing Supporting partners with traditional direct marketing is a commonplace practice. Companies working as partners may co-brand advertising or direct mail promotions to take advantage of market conditions and benefit from joint marketing. Alternatively, the sponsoring company may execute a direct mail program and offer partners the opportunity of participating by printing versions of the piece with each partner’s logo and call to action information. Some partnered direct marketing programs are comprehensive and all-encompassing, but they need not be this elaborate to achieve results. I have seen partner versions of self-mailers and postcards perform very effectively. As with any direct marketing program, the keys are good list selection, a strong offer, and audience-appropriate creative. Today, there is another weapon—the Internet. Now traditional direct marketing partner programs can be enhanced with the Internet in a variety of ways: 1. Using a partner-specific URL, you can direct leads to a special Web page that reinforces the benefits of the partnered program and captures responder information.
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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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