1. B2B Marketing Class Three Web Development Kent Lewis kent@anvil-media.com http://www.anvil-media.comhttp://www.anvil-media.com/b2b

2. Agenda Class Project Update Guest Speakers Web Development Features and content Backend functionality News and case studies

3. Project Outlines due today Draft of marketing plan due next week Questions?

4. Web Development Make money E-commerce Advertising and sponsorship revenue Subscriptions Save money Electronic documents – printing, mailing Transaction processing – automating systems Intranet/extranets – self-managed content

5. Features and Content Search engine optimization (SEO) Valuable content Web seminars Exchanges and E-marketplaces Affiliate programs E-commerce

6. SEO Optimizing Web site for search engines Robots index sites regularly Algorithms look at tags, text, links and traffic Should relate to text on page: URL Title tags META tags ALT tags Refresh content and submit regularly Automate process with WebPosition

7. Valuable Content Company description on home page Product screenshots, demos, examples Customer testimonials, case studies Client or customer list Customer support information News Room Site map and search Email signup for free updates Feedback form, survey Multiple options for contact

8. Web Seminars Tradeshows, seminars, conferences Global, interactive, measurable Up to 90% cost savings Useful for branding and education Generating suspects Qualifying prospects Training customers Training employees and partners Educating stakeholders 9.11

9. Web Seminars Collaboration features Document sharing Polling, surveys Audio, video and multimedia Tracking and archiving Vendors Astound Contigo eGenda Placeware WebEx

10. Exchanges and E-marketplaces eMarketplaces will capture 53% of trade between businesses by 2004 BBS, newsgroups, chat, discussion lists Portals and vortals Auctions – eBay vs. ? Business exchanges: BizProLink BuyUSA Covisint VerticalNet

11. Developing Partnerships Traditional marketing partnerships Cooperate but don’t capitulate Accentuate your compatibility Centralize lead processing Develop channel programs Internet-supported relationships Custom extranet sites Email updates Affiliate programs

12. Affiliate Programs Useful for generating Traffic - $.01 to.05 per click Leads - $.50 to 1.50 per lead Sales – 5% to 15% of revenue Pay for performance only 95/5 rule Some drawbacks: Requires ROI analysis – not for everyone Requires middleware – can be pricey Requires maintenance – approval, support

13. Affiliate Programs Vendors: BeFree Commission Junction LinkShare Vendor evaluation criteria: Size: income, merchants, affiliates Services: check processing, approval, promos Fee structure: one time, ongoing, percentage Contract: length, ownership

14. Backend Functionality Content management systems (CMS) Fulfillment E-commerce Customer relationship management (CRM)

15. CMS Automating the process and content Update common areas – home, news Give power to the people – marketing Integrates with CRM Can be very cost-effective over lifetime Challenges Still in infancy Inflexible or expensive Not user-friendly Only as good as it’s operators

16. Fulfillment Responding to a request or order Automating product delivery E-fulfillment – e-commerce Phone – live or IVR Fax – fax-on-demand Mail – BRC Web – email, Web response form Kiosk, CD-ROM – hybrid models

17. Fulfillment Push vs. pull E-fulfillment strategies Acknowledgement Confirmation Instant fulfillment Thank you Online tracking and help Reminders and recommendations

18. E-commerce Selling online - $2.7 trillion by 2004 in U.S. Key issues for businesses: Security and privacy Infrastructure costs Regulatory environment E-commerce strategies Mall Retail Sales force/DM Bots

19. CRM Managing the customer lifecycle Suspect – interest; attention Prospect – intent, intention Customer – interaction, retention Objectives Evaluate marketing programs – which half Streamline fulfillment Automate support Turn customers into advocates

20. CRM Second only to e-commerce in growth The Internet’s greatest unfulfilled promise Getting your.02 worth – listening=loyalty Moving customers up the pyramid – 80/20 Vendors: GoldMine Salesforce.com Pivotal Onyx Siebel

21. Resources Co-operations – www.cooperations.comwww.cooperations.com CRM Guru – www.crmguru.comwww.crmguru.com Egenda – www.egenda.comwww.egenda.com eMarketer – www.emarketer.comwww.emarketer.com Obidicut – www.obidicut.comwww.obidicut.com Refer-It – www.refer-it.comwww.refer-it.com SearchEngineWatch – www.searchenginewatch.comwww.searchenginewatch.com WebEx – www.webex.comwww.webex.com WebSiteGarage – www.websitegarage.comwww.websitegarage.com Web Digest for Marketers – www.wdfm.comwww.wdfm.com

22. B2B Marketing Draft due next week Read Silverstein Bring in news, questions and comments See you next week Kent Lewis kent@anvil-media.com http://www.anvil-media.comhttp://www.anvil-media.com/b2b