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Top10 InternetMarketing Series B2B Strategies Top10 B2B Inter netMarketingStrategies Educate Your Prospects 1 2 Create a New Framework 3 Create Opportunities to Communicate Speak Their Language 4 Email Training Series 5 6 Product Discussion List 7 Additional Information by Email Web Meetings & Presentations 8 Teach the Gatekeeper, Too! 9 10 Sequenced Communications Educate Your Prospects 1 If youcanhelpyour prospect feel likeanexpert, claimauthors Margaret Mark andCarol S. Pearson, theyaremorelike- lytobuythanif theyfeel cThe Hero andthe Outlaw: Harnessingthe Power of Archetypes to , discusses howsuccessful brands correspondtofundamental patterns inthe unconscious mindknownas archetypes. Manybusiness prospects fit theroleof anarchetypethat uses intelligence andanalysis tounderstandtheworld. A strategybasedonfear, uncertaintyanddoubt is at odds withwhat motivates this prospect. Instead, Mark and Pearsonsuggest never talkingdowntoclients or usinga hardsell. Business professionals want tofeel smart, compe- tent andinchargeof thetransaction. Theyliketocollect all thedata tomakeinformeddecisions, andenjoycomplicat- edproducts (likePCs) that demanda learningcurveandaredifficult tomaster. Andif theprospect feels liketheyare Oneof themost precious commodities for thebusiness professional is their time. Soembracetime-savingtechnologies likeemail or webmeetings (insteadof tryingtoset upgolf outings). For more information about how to put these strategies firstname.lastname@example.org,or call 303.473.4400 x 22. Top10 InternetMarketing Series B2B Strategies Top 10 B2B InternetMarket ing Strategies Create a New Framework 2 Goodmarketingdoesn't merelyattempt toinfluencewhat peoplethink about a particular company's product or service - goodmarketinginsteadfocuses oncreatinga favorableframework throughwhichpeoplecanevaluateyour product or service. Thetraditional approachtosellinga product or serviceis tofocus ontheparticular features andbenefits of the solution, andwhyit is better/faster/cheaper thanthecompetition. Instead, createa newframework for business profes- sionals toapplytheir specificindustryexperience, customer feedback andfinancial analysis toyour solution. Rather thanfocus onprice, your conceptual framework allows prospectiveclients tobetter understandtheforces that shape their business andhowyour solutionis anintegral part of their success. 3 Create Opportunities to Communicate But howdoyoubotheducateyour prospects andenvelopthemina framework that places your business ina favorable light? Theanswer is tobalancepersistenceagainst communicationoverload. Whenyoufirst meet a potential cus- tomer, youtypicallyask for a business cardandtrytolearnmoreabout their company. Impliedintheexchangeof busi- ness cards is theopportunitytofollow-upwithmoreinformation. But onceyouhavesent moreinformation, andpolitelyaskedif theyhavefurther questions, howdoyoustaytop-of- mindwithout comingacross as nagging? Createreasons tocommunicatehigh-valueideas andinformationtoyour business prospects, andbalancepersistenceagainst overload. Createindustry-specificemail distributionlists andfor- wardrelevant articles andupcomingevents tobothyour clients andsales prospects. Forwardthelatest whitepaper or researchstudythat mayhelpthemdotheir jobmoreeffectively. Reinforcethroughthis communicationthat part of the 'value-add' of purchasingfromyour companyis theaddedattentionyouwill bringtotherelationship. 4 Speak Their Language Whenit comes tocommunicatingtoprospects that havedifferent functional positions, a one-size-fits-all approach won't work. TheCFOof a companywill oftenfocus onprice, capital expenditures andmeasurablereturnoninvestment (ROI). If youarea companythat offers anoutsourcedproduct, for example, your email messagetotheCFOshould explainhowyour solutionavoids heftyup-front costs andhas a built-insystemfor measuringtheeffectiveness of marketingexpenditures. into motion,please contact MarkWood,t these strategies email@example.com,or call 303.473.4400 x 22. Top10 InternetMarketing Series B2B Strategies T op 10 B2B InternetMarket ing Strategies TotheCTO, however, thepressingissuemaybehowtheproduct mayabscondscarceITresources, or howwell the product integrates withthecompany's existingtechnology. AndtheChief MarketingOfficer mayhavealtogether differ- ent issues - concerns withgettingtimelyreportingfromtheITstaff ontheeffectiveness of thelast marketingcampaign maybetopof mind. Beginbycreatinga laundrylist of bullet points that examineyour product or servicefromthe viewpoint of eachof your constituents. Thenpersonalizeyour email communications, segmentedbyjobfunction. Make sureyoualsogivethemarketer thefinancial andtechnical ammunitionnecessarytoconvincetheir respective counterparts. 5 Email Training Series Oneof thebest ways toeducateyour prospects andstaytop-of mindis withanemail-basedtrainingseries. Allowthe experts withinyour companytheopportunitytohelpprospects andcustomers learnmoreabout your industry. When prospects signup, theyreceivea series of email messages at a regular interval. Insidetheemail is a mini-summaryof theindividual topicanda short casestudythat examines thepractical applicationof your solution. A quiz after each lessoncanprovideimmediatefeedback onwhat they'velearned. Product Discussion List 6 Aneffectivewaytoget feedback onyour product or serviceis toengageyour customers intheproduct development process byusinganemail discussionlist. Allowyour engineers, designers andcustomer servicerepresentatives tointer- act withyour customers ina discussionforum. After all, your customers aretheones whoareusingyour solutionto accomplishtheir business goals andhavea vestedeffort inshapingthefutureof your offering. A moderatedlist allows control over what informationis postedandwhois abletosendtothelist. 7 Additional Information by Email Giveyour prospects a waytoreceiveadditional informationfromyour company. Giveprospects access toa password- protectedarea of your websitewheretheycanselect what documents theywouldliketoreceivevia email. Anemail- basedapproachcanwork better thansimplygivingprospects access toanonlinedirectoryof files, becausemanypro- fessionals usetheir email inbox(andsubfolders) toorganizetheir content. Insteadof relyingonprospects toopena document fromyour websiteonlytoprint it andforget it, email is a waytoreachout toprospect's inboxanddeliver theinformationdirectlytothem. Plus, you'vejust createdanadditional reasontocontact themwitha personalized message. into motion,please contact MarkWood,t these strategies firstname.lastname@example.org,or call 303.473.4400 x 22. Top10 InternetMarketing Series B2B Strategies Top 10 B2B InternetMarket ing Strategies 8 Web Meetings & Presentations Whileface-to-facemeetings areindeedessential, PowerPoint presentations andinformational meetings oftentakeplace ina dark room. A webmeetingusuallyconsists of anaudioconferencecall anda PowerPoint presentationthat the recipient views bygoingtoa special websiteandsigninginwitha usernameandpassword. Usewebmeetings to communicateproduct-specificinformationor tobetter prospect different customers. Planetickets areexpensive, and waitinginlineat theairport behindother wearytravelers onlytofindout that theflight is delayeddoes littletopro- moteproductivity. Webmeetings areespeciallycost effectiveif thepotential client is ina geographicallyremoteloca- tionwherefewother potential sales prospects exist. 9 Teach the Gatekeeper, Too! Manyhard-to-reachbusiness prospects haveexcellent administrativeassistants that don't always seethevalueof your offering. Onewaytobreak throughtothese'gatekeepers' is todemonstratehowonefacet of your product or service canhelpthemdotheir jobbetter. Becausegatekeepers arefrequentlyinterrupted, avoidusingscheduledwebsemi- nars. Instead, useanemail trainingseries deliveredright totheir email inbox. Offer, for example, anemail-basedtuto- rial that demonstrates howtobetter useemail filters toprioritizeincomingmessages. 10 Sequenced Communications Accordingtoauthor SethGodin, permissionmarketingis likedating: "It turns strangers intofriends andfriends intolife- timecustomers." Treat your sales process as a series of interactions that will growintoa long-term, profitablecustomer relationship. Developa series of sequencedcommunications, designedtoinform, educateandconvert prospects into payingcustomers. If a prospect downloads a whitepaper, for example, haveyour systemautomaticallysenda personal- izedemail messagea coupleof days later, askingif theyhaveanyadditional questions or needfurther information. About Cusomer Paradigm: Customer Paradigmis a websitedevelopment andemail marketingcompanylocatedinBoulder, Colorado, andis a proudsponsor of theRMDMA. Want tobuildstronger customer relationships andmarket withmoreaccuratedata? Wecanhelpput thestrategies outlinedaboveintopractice, andmakeyour business moreprofitable. For moreinformation, pleasecontact Mark Wood, email@example.com, or call 303.473.4400 x 22.
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