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Web B2B Marketing

Web B2B Marketing. An introduction to… 1. Planning a great Web site 2. Greater speed & reach via Web conferencing. David Smith Co-Founder, Obidicut LLC March 5, 2003. About Me. Creative Director, KVO Adv. & PR VP New Media, KVO Adv. & PR VP Interactive Marketing, Syncra Systems

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Web B2B Marketing

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  1. Web B2B Marketing An introduction to… 1. Planning a great Web site 2. Greater speed & reachvia Web conferencing David Smith Co-Founder, Obidicut LLC March 5, 2003

  2. About Me • Creative Director, KVO Adv. & PR • VP New Media, KVO Adv. & PR • VP Interactive Marketing, Syncra Systems • Co-Founder, Obidicut LLC • Accelerating marketing & sales • Traditional marketing services • Web conferencing • Web & e-mail marketing • david@obidicut.net • www.obidicut.net

  3. Web Site Defines Your Business “To businesses, the consequence of those two factors -- the multiplicity of communications options that computing technology is generating, combined with the speed at which technology is evolving -- is chaos…This book is about using design to find order and opportunity in the chaos the computing medium is generating; using design in this way leads directly to making a business viable…Making things understandable and usable isn’t particularly glamorous, but it’s good business.” Clement Mok, Designing Business

  4. Repeat After Me... You are not designing a Web site. You are designing your business. It’s not about...cool pictures compact menus Javascript hits ASP Flash CSS ...

  5. Architecture Information type and structure Design Form & function Implementation Build Maintenance Use and improve DADIM Process Definition What? Objectives, goals, metrics

  6. Definition Architecture Design Implementation Definition • Objectives, metrics, goals • Competitive landscape • Type of content, interaction & promotion • User profile • Technology, schedule, budget constraints • Deliverable: Project Definition Document

  7. Architecture Definition Architecture Design Implementation • Key messages • Content amount & format • Content relationships & structure • Technology specification • Navigation modes and choices • Interaction task flows • Schedule and estimate • Deliverable: Architecture Document

  8. Design Definition Architecture Design Implementation • Conceptual development • Asset creative treatments • Graphics & text • Rich media: animation, video,audio, 3D… • Storyboarding • Prototype development & testing • Deliverables: Functional Prototype

  9. Implementation Definition Architecture Design Implementation • Complete asset development • Custom programming and systems integration • Final integration and testing • Deployment and archiving • Deliverable: Complete,live web site

  10. Maintenance DADI Maintenance • Evolve purpose and function of site • Introduce new features and content types • Add depth of freshness of content • Maintain integrity of content and services 6-Month Plan Editorial Guide User Manual

  11. How to get visitors? A Short List… • Search engines • Reciprocal links • Announcements/public relations • Advertising and collateral • Online and print • Direct marketing • One time: E-mail, postcard, letter,… • Ongoing: Corporate newsletter(s) • Affiliate programs • Event -- Web seminar

  12. What is Web Conferencing? Your Office Your Prospect’s Office Presentation slides Office documents Applications Web site tours Polling questions Q&A or your home or hotel room… from 2 to 2000 participants at once Audio Q&A

  13. Web meetings: online collaboration among a small number of peers • Internal company meetings • Collaborative design/development • Sales demonstrations • Briefings… Participant Participant Participant Attendee Presenter Web Conferencing Types • Web seminars: online events reaching groups from 15 to 1500+ • Seminars • Training • User groups • Employee meetings… Attendee Attendee Presenter Attendee Attendee

  14. One-day S.F. trip $300 airfare $60 taxi/car One very full day Out of office Away from e-mail, staff Wear & tear 2-hr Web meeting $120 conferencing* 2 hour commitment In the office Bring in people from other locations 6 more productive hours No wear & tear Web Meetings Save Time, Money *Once you are set-up and trained

  15. Web Seminar Advantages • Compared to face-face road shows and seminars, Web seminars: • Save money • Save time • Enhance effectiveness • Are more convenient

  16. Web Seminars Save Money Logistical Costs Assuming invitation, registration costs, project management costs are comparable * One mid-level presenter and one coordinator

  17. Web Seminar Event Log In Compile Results Web Seminars Save Time • No travel time • Relatively little set-up time • Results available immediately In-Person Seminar Travel Tear Down Travel Set-Up Event Compile Results Time

  18. Web Seminars Boost Effectiveness • Higher impact than a road show • Include senior level presenters, experts • Capture all audience interaction • Generate reports of meeting activity • Enhance “innovator” image • No geographic boundaries • Reach new markets and business partners • Qualify more prospects in a given time frame • Keep personalized touch for tier 2 & 3 players

  19. Web seminar Polling Q’s Chat Q&A Surveys Interaction • Attitudes • Questions • Qualifying Q’s A legitimate, non-threatening environment to exchange information and build a dialog Effective Qualification Web site Registration Form • Demographics • Name, title, company • Address, phone, e-mail • 2-3 qualifying questions

  20. Web Seminars Are Convenient • Senior level people can participate • Presenters don’t travel • Attendees don’t travel • Results tabulated and available immediately • Archived events can be viewed at any time "I've chaired real conferences, and I've chaired virtual conferences. Believe me, virtual is better." - Peter Coffee, eWEEK

  21. Web Seminar Process T - 3 weeks T - 4 weeks T - 1 week “T” T + 1 week Promotion Planning Preparation Production Follow-Up Registration • Strategy • Best practices • Vendor choice • Scheduling • Fulfillment • List acquisition • Content dvpt. • Training • Confirmation • Rehearsals • Approvals • Fulfillment • Call down • Reminder e-mail • Q&A scripting • Pre-conf. Call • Event mgmt. • Moderator • Fulfillment • Archiving • Lead mgmt. • Debriefing • Creative • Web forms • Distribution • List mgmt. • Channel coord. Source: Obidicut LLC

  22. Want more information? Web conferencing section Archived Web seminars Technology store Web Seminarian newsletter www.obidicut.net

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