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

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392 BUSINESS-TO-BUSINESS INTERNET MARKETING N NAI Direct, 137 Narrative Communications, 82 National Association of Purchasing Management, 277 National Cristina Foundation, 282 NativeMinds, 205 navigation of Web sites, 56, 60 NEC Research Institute, 4 negative responses to e-mail marketing, 121 NetAnalysis, 68–69 Netcentives, Inc., 95 NetCreations, 108, 118 Net Effect, 205 net events, 124–159. See also developing and hosting net events; promoting events banner ads for promoting, 87 broadband for, 6, 13, 141 browsers for, 139 call to action for, 131 Centra Business Collaboration Network (BCN), 137 chats (online), 144 Cisco Systems, 137–138 conventions (traditional), 124–129, 131 costs of, 130–131, 132 costs of traditional live events, 125, 126–127, 129 direct mail for, 131, 133, 134, 135 Direct Marketing Agency success story, 132–136 distance learning, 139, 157–159 e-learning, 139, 157–159 e-mail for, 133, 136 examples of, 137–138 growth of, 124 informational site vs., 138–139 lead generation and qualification from, 130 live events (traditional), 124–129, 131 logistical hassles eliminated with, 130 marketing meetings (online), 157 meetings (online), 144 multimedia for, 141–142 offline and online events, 144 on-demand seminars, 143 Oracle Internet Seminars/eBusiness Network, 138 overview, 40–41 Placeware seminars, 138 plug-ins for, 139, 149 prerecorded seminars, 143 promoting, 87, 133, 134 quality control of, 130 real estate organization success story, 137 results from, 135–136 scheduled live seminars, 143 seminar programs (traditional), 125–129, 131 seminars (online), 143, 144 services and products for, 140 software company success story, 136–137 streaming media for, 139–140, 141 success stories, 132–137 supplements to live events, 132, 142, 144 technological challenges of, 138–142 technology company success story, 136 teleconference events, 140–141, 145 trade shows (online), 142 traditional events, 124–129, 131 types of, 142–144 voice over IP (VoIP), 141, 206–207 Webcasts, 144 Web/teleconference events, 140–141, 145 net.Genesis, 68–69, 208 “Net Marketing 200, The,” 72 NetMason, 87–88 .net (networking companies), 43 Net Perceptions, 206 NetPodium, 140 NetQuartz, 192 Netscape, 10, 224 Netscape Communicator, 297 Netscape Navigator, 139 Netscape Netcenter, 224 NetSeminar, 140 Netship, 192 Network Associates, 189 Network Computing, 233 networking value of communities, 242 Network Solutions, 263 Network World, 167, 233 Network World Fusion, 167–168 Net Worth (Hagel and Singer), 272 NetZero, 90 News.com, 76, 77
newsgroups (e-mail), 11, 223 newsletters (e-mail). See also outbound e-mail advertising in, 114 articles in, 114 cost-effectiveness of, 113 customer relationship building with, 114–115 defined, 111 e-fulfillment with, 165–166 HyperText Markup Language (HTML) format, 93, 112, 113, 166 links in, 93 links to Web sites, 71 one-to-one marketing, 113 opt-in lists building from, 112–113 popularity of, 111 promoting yourself with, 113 revenue from, 114 services and products for, 113 sponsorships, 86, 92–93 subscriptions, 58 targeting audiences with, 93 text format, 111, 113, 166 traffic from, 114 Web sites and, 114 New York Times, The, 8, 71, 96, 190 NextCard, 297 NextSLM, 243 Nielsen/NetRatings, 63, 75, 288, 292 nonlinear vs. linear delivery, 34–37 Nortel/Clarify, 221 Nortel Networks, 172, 277 Northern Light, 227–228 no-shows, reducing, 317 notHarvard.com, 139 Novell, 269 NPD, 94, 298 number of impressions, 89 O objectives for sponsored community, 245 OCM (Online Customer Management), 204–205 offers in banner ads, 84 Office.com, 238 OfficeMax, 73, 305 offline marketing. See also integrating online and offline marketing advertising, 91 Index 393 e-fulfillment and, 167–168 events for, 144 Web sites for leads and, 57, 58 Oil Change, 189 on-demand seminars, 143 one-to-one marketing, 208–216. See also CRM (Customer Relationship Management) acquiring vs. retaining customers, 212–213 customer service centers, 215 databases for, 208, 214–215 defined, 8 differences between customer classes, 215–216 e-fulfillment, 183 e-mail marketing for, 113, 117, 121 fun for, 216 integrating online and offline marketing, 327–328 intersponding, 37–38 lifetime value (LTV) of customers, 213 listening to customers, 214–215 marketing pyramid and, 199–202, 215–216 net event invitations, 156 newsletters (e-mail), 113 order generation systems, 292 phenomenon of, 210–212 prospects, treating customers like, 212–214 retaining vs. acquiring customers, 212–213 rewarding customers, 215 self-service, 179, 208–209, 218–219 Web sites for leads and, 62, 64, 65–66 online advertising. See advertising online Online Asset Exchange, 232 Online Customer Management (OCM), 204–205 On magazine, 8 on-page response in advertising, 84–85 Onsale.com, 117, 189 operating budget for sponsored community, 245 opt-in lists cautions for, 105, 121 e-mail, 105–108 newsletters (e-mail) for building, 112–113
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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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2 BUSINESS-TO-BUSINESS INTERNET MAR
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