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

378 BUSINESS-TO-BUSINESS INTERNET MARKETING
audiovisual requirements for net events,
147
audit, marketing, 328, 329–330
autoresponders, 63–64, 120
“Avoiding Channel Conflict,” 265
awareness generation
from banner ads, 78, 79, 84, 89–90
from integrated marketing, 318
AXENT Technologies, 136–137
Azerity, 221
B
B2BfreeNet, 81
B2B Marketing Biz
on communities, 242
on Customer Relationship
Management (CRM), 201
on lead generation and qualification,
88, 94, 103, 108, 116
on net events, 136, 137
B2BWorks, 81
back end
for e-mail marketing, 121
for sponsored community, 246
Bain & Co., 189, 192
bandwidth issue of Internet, 6, 12–13
banner ads, 78–83. See also advertising
online
affiliate programs and, 87
awareness generation from, 78, 79,
84, 89–90
call to action in, 84
click-throughs, 78, 79, 82, 84, 92
conversion rates, 79, 89–90, 92
direct marketing and, 80, 83–84
e-commerce and, 300
effectiveness of, 75, 78–81
free, 81
Graphic Interface Formats (GIFs), 78,
84, 86, 91
innovations in, 96
interstitials vs., 76
life of, 90
links in, 85
net events promotion with, 87
newsletters (e-mail) sponsorships vs.,
86, 92–93
offers in, 84
on-page response in, 84–85
placement services, 80–81
precampaign teasing with, 86–87
promoting events with, 154
response generation from, 78, 79,
84–85
revenue from, 74
rich media and, 78, 81–83, 84, 86, 91
search engines for, 89
services and products for, 80–81
success of, 75
testing, 86
time-to-market quickness, 87–88, 90,
326–327
tips for, 80
Web response forms (WRFs) in, 52, 85
Web sites for leads, 58, 59
bar codes for e-fulfillment, 167
Barnes & Noble, 139
Baxter Healthcare, 73
BCN (Centra Business Collaboration
Network), 137
BEA E-Commerce Transaction Platform,
203
before, during, after approach with
outbound e-mail, 110
BeFree, 257
best practices in advertising, 83–88
“Best Web Support Sites” (Association of
Support Professionals), 212
BizProLink, 235
Biztravel, 190, 301, 302
blasts (mass mailings), 108
BlueLight.com, 185
Bluestreak, 82, 118
BMC Software, 242–243
Boeing, 301–302
Booz-Allen & Hamilton, 63
Boston Consulting Group, 2, 13, 235,
278
bots, 288–289
boundlessness of Internet, 11–13
Bowstreet, 203
Bricks, 298–299
briefings (executive) vs. net events, 145
Brightware, 203
Britemoon, 118
broadband, 6, 13, 141
broadcasts (mass mailings), 108
Broadvision, 203–204
browsers for net events, 139
Bruner, Rick, 99
b-there.com, 151
b-to-b. See business-to-business