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

318 BUSINESS-TO-BUSINESS INTERNET MARKETING
5. Even if prospects visit the seminar Web page and do not come to
the seminar, they have been made aware of your company, your
seminar series, and other events you sponsor that may interest them.
6. Individuals who are outside seminar cities could visit the seminar
Web pages to learn more about your company and products and,
as a result, become new prospects for you, even if they cannot
attend the live event.
The incremental cost to your seminar promotion to achieve these
potential benefits should be very low. In fact, you are replacing the
cost of a direct mail invitation and potentially direct mail and telephone
follow-ups with the much less expensive use of a modest direct
mail piece, Web pages, and e-mail. If you have a Web site, the seminar
Web page could hang off of it. Creating the seminar response area is
not a complicated task—it can be done by your in-house Web staff or
outsourced to an interactive resource. If you need comprehensive response
management support, there are firms that handle online seminar
registration and confirmation along with maintaining your
marketing database.
The Impact of Internet Marketing
on B-to-B Marketing Organizations
Most b-to-b marketers are familiar with their role as a change agent in
their companies. In recent years, database and direct marketing have
catapulted the marketing organization to prominence, as an increasing
emphasis on measurable results has struck a responsive chord with senior
management.
B-to-b marketing managers are now as likely to be held accountable
for generating and qualifying leads as sales managers are for closing
them. Senior marketing strategists are no less important to a company’s
inner management circle than are operating officers. The title Chief
Marketing Officer is emerging among larger companies as marketing
gains prominence. It is only a matter of time before the word “Internet”
is added to it.
The rise of the Internet can enhance the position of marketing executives,
managers, and the entire marketing organization within your
company. Most senior business executives already acknowledge that