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

330 BUSINESS-TO-BUSINESS INTERNET MARKETING
Do you currently use, or do you plan to use within 12 months:
Participation in Web communities ❑ ❑
A Web community of your own ❑ ❑
Participation in affiliate programs ❑ ❑
An affilitate program of your own ❑ ❑
Does your Web site or extranet currently have, or do you plan to add within 12 months:
Web response pages or response forms ❑ ❑
An Internet-integrated database component for
capturing/tracking visitor data ❑ ❑
Web database capability to dynamically generate
personalized pages on-the-fly ❑ ❑
Automated e-mail response capability ❑ ❑
Cookie technology for visitor tracking ❑ ❑
Electronic (online) fulfillment ❑ ❑
Electronic solutions center: matching products/services
to customer or prospect needs ❑ ❑
Internet-enhanced customer marketing: private access
customer areas or extranets ❑ ❑
Electronic commerce: order entry, processing, tracking ❑ ❑
Support of partners via the Internet, if appropriate ❑ ❑
Figure 11.3. Internet marketing audit checklist. (continued from previous page)
ing, but first, we need to address two important factors that will have
an impact on your plan.
Developing the Action Plan
Although each Internet Marketing Action Plan will be unique to a marketing
organization’s specific needs, these are the basic steps to follow
in developing your own action plan.
1. Assess your Internet marketing readiness. Now is the time to evaluate
your organization’s Internet marketing capabilities. You need
to be ready to transition to Internet-based marketing now. Use
the Internet Marketing Audit Checklist to assess your readiness.
Do not let the assessment process deter you. The fact is that
most of the business-to-business marketing world is just begin-