Business-to-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing

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Overview

Business-to-business marketing is the fastest growing segment of direct marketing and online commerce. This practical yet forward-thinking blueprint for success goes a step further than other Internet marketing books by focusing on how to enhance the business-to-business segment of direct marketing through the Internet. Internet marketers will learn proven strategies for increasing profits such as generating leads with e-mail, using Internet events for marketing, and building customer relationships. This new ...
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Overview

Business-to-business marketing is the fastest growing segment of direct marketing and online commerce. This practical yet forward-thinking blueprint for success goes a step further than other Internet marketing books by focusing on how to enhance the business-to-business segment of direct marketing through the Internet. Internet marketers will learn proven strategies for increasing profits such as generating leads with e-mail, using Internet events for marketing, and building customer relationships. This new edition has been updated with the latest case studies, Web site references, and Internet use statistics.

Author Biography: Barry Silverstein is the CEO of Directech/eMerge, a business-to-business direct and e-marketing agency, and the author of Internet Marketing Success for Information Technology Companies and Direct Marketing Lessons You Shouldn't Have Learned the Hard Way. He lives in Acton, Massachusetts.

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Product Details

  • ISBN-13: 9781885068507
  • Publisher: Maximum Press
  • Publication date: 11/1/2000
  • Edition description: 3RD, REVISED
  • Edition number: 3
  • Pages: 400
  • Product dimensions: 6.99 (w) x 8.98 (h) x 1.06 (d)

Table of Contents

About This Book xxi
Your "Members Only" Web Site xxii
Introduction xxiii
Chapter 1 The Age of the "e" 1
The Numbers Game 1
The Wired World 3
A Paradigm Shift of E-proportions 7
How the Internet Intersects with Direct Marketing 20
Going Global: How Internet Marketing Can Create a Worldwide Business for B-to-B Companies 28
The New Response Model: "Intersponding" 33
Seven Proven Internet Marketing Strategies 40
Chapter 2 Generating and Qualifying Leads with Your Web Site 42
A Word about .com 43
The Lead Generation Dilemma 43
How To Enhance Targeted Lead Generation with the Internet 47
The First Step: Web Response Forms 50
Using Your Web Site for Lead Generation and Qualification 56
The Best B-to-B Web Sites 72
Chapter 3 Generating and Qualifying Leads with Online Advertising 74
Creating and Placing Online Advertising 75
Chapter 4 Generating and Qualifying Leads with E-mail 97
Why E-mail Marketing Is Exploding 98
Integrating E-mail into Your Marketing Programs 100
Making E-mail Work Harder 116
Chapter 5 Using Internet Events for Marketing 124
Are Live Events Still Good Marketing Investments? 124
The Net Event 129
Chapter 6 Executing E-fulfillment 160
Traditional Fulfillment: An Aging Process 161
The Transformation of Traditional Fulfillment 163
The E-fulfillment Difference 165
Means of E-fulfillment 168
The Unique Benefits of E-fulfillment 175
Moving to Web-based Information Dissemination 179
Future Information Dissemination Channels 186
Creating Online Demos and Trials 187
Order E-fulfillment and Distributing Live Products Over the Internet 189
Chapter 7 Building Customer Relationships 194
Building Better Customer Relationships 195
Using the Internet To Learn What Customers Want 197
Moving to the One-to-One Customer Relationship 208
Five Ideas for Building a One-to-One Customer Relationship Program 212
Building Customer-Driven Extranets 217
A Checklist for Developing Customer Extranets 219
Successful CRM Programs 221
Note 221
Chapter 8 Using Business Communities and Exchanges 222
What Is an Internet Community? 223
Types of Communities 224
Becoming Part of a Community 239
Building Your Own Sponsored Community 242
What To Build Into Your Community 245
Chapter 9 Developing Internet Partnerships 248
Partnering--The Traditional Way 249
The Starting Point for Internet Partnering: Affiliate Programs 252
Guidelines for Creating Your Own Affiliate Program 257
Using the Internet to Support Channel Partners 263
Partnering, Internet Style: What the Future Holds 270
Note 273
Chapter 10 Selling on the Internet 274
Putting B-to-B E-commerce into Perspective 275
How E-commerce Works with Your Selling Model 283
A New Twist to E-commerce: The Shopping Bot 288
How to Get an E-commerce Order Generation System Up and Running 289
Examples of Leading B-to-B e-commerce Web Sites 300
Note 306
Chapter 11 Integrating Online and Offline Marketing 307
Online and Offline: The Reality of a Changing Marketing World 308
Your Market and Your Audiences Will Determine How You Integrate Online and Offline Marketing 310
How To Integrate Online and Offline Media in the Internet Marketing Era 312
An Example of How To Execute Online-Offline Marketing 315
The Impact of Internet Marketing on B-to-B Marketing Organizations 318
The Impact on Marketing 319
The Impact on the Marketing/IT Departments 321
The Impact on Sales 321
Presenting the Case for Internet Marketing 323
The Internet Is an Integral Part of a Changing Marketing World 337
Note 340
A Final Word 341
Appendix A Other Resources 344
Appendix B Glossary of Direct and Internet Marketing Terms 365
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted April 10, 2002

    Versatility of B2B Internet Marketing

    This book starts with a very good refresher course in B2B direct marketing. Barry Silverstein then covers seven different B2B Internet direct marketing strategies for increasing profits in a luxury of details. The companion site is a good complement to the book for that purpose. Barry Silverstein is very good at generating ideas that both beginners and experienced marketers could use for building marketing programs. The author gives some ROI applications to illustrate his point. Unfortunately, Barry Silverstein does not give screenshots of good and bad direct marketing applications. To paraphrase Jakob Nielsen at the beginning of his last book, ¿Designing Web Usability: The Practice of Simplicity¿, the reason to give those screenshots is not to criticize or praise specific sites, companies, designers or marketers. The screenshots are used to illustrate direct marketing techniques because it is difficult to understand abstract theory without concrete examples. Unlike Arthur Hughes in his last book ¿Strategic Database Marketing¿, Barry Silverstein seems to limit his description of case studies to success stories. One of the main goals of a reference book is to help other marketers avoid making the same mistakes again and again. Despite those shortcomings, Business-to-Business Internet Marketing is currently the leading authority on the subject.

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