About This Book                                    xxi
Your ``Members Only'' Web Site                     xxii
Introduction                                       xxiii
  The Age of the ``e''                             1    (41)
    The Numbers Game                               1    (2)
    The Wired World                                3    (4)
    A Paradigm Shift of E-proportions              7    (13)
      What the Internet Contains That Marketers    9    (1)
      Can use
      E-mail                                       9    (2)
      Newsgroups                                   11   (1)
      The World Wide Web                           11   (1)
      Marketing Benefits of the Internet           11   (1)
      The Internet Is Boundless                    11   (2)
      The Internet Makes Global Marketing a        13   (1)
      Reality
      The Internet Reaches People with             14   (1)
      Intellect, Power, and Money
      The Internet Offers Increased Business       15   (2)
      Penetration
      The Internet Provides a Unique Form of       17   (1)
      Communications Intimacy
      The Internet Changes the Economics of        18   (1)
      Marketing
      The Internet Establishes a Brand-New         18   (1)
      Sales Channel
      Intranets and Extranets                      19   (1)
    How the Internet Intersects with Direct        20   (8)
    Marketing
      The Internet Address Is the New 800 Number   23   (1)
      It's All About Integrated Marketing          24   (2)
      Transition to Integrated Marketing Now       26   (2)
    Going Global: How Internet Marketing Can       28   (5)
    Create a Worldwide Business for B-to-B
    Companies
      Expanding Markets and Territories            31   (1)
      Developing Global Marketing Partnerships     31   (1)
      Providing Worldwide Customer Service         31   (1)
      Approach Global Marketing with Caution       32   (1)
    The New Response Model: ``Intersponding''      33   (7)
      The Nature of the Internet                   33   (1)
      What Is Its Content?                         34   (1)
      What Is Its Form?                            34   (1)
      What Is Its Delivery Format?                 34   (1)
      The Web Defies Logic                         35   (1)
      Intersponding: A New Response Model          36   (4)
    Seven Proven Internet Marketing Strategies     40   (2)
  Generating and Qualifying Leads with Your Web    42   (32)
  Site
    A Word about .com:                             43   (1)
    The Lead Generation Dilemma:                   43   (4)
      Enhancing Direct Mail with Telemarketing     44   (1)
      Lead Quantity vs. Lead Quality               45   (1)
      Why Is Lead Quality So Important?            46   (1)
    How To Enhance Targeted Lead Generation        47   (3)
    with the Internet:
      The Internet Can Improve Your Entire Lead    49   (1)
      Management Process
    The First Step: Web Response Forms             50   (6)
      Web Response Forms Tighten the Lead          52   (1)
      Qualification Process
      The Basics of Constructing Web Response      52   (4)
      Forms
    Using Your Web Site for Lead Generation and    56   (16)
    Qualification
      Seize the Opportunity to Set Your Web        56   (1)
      Site Apart
      Incorporate Direct Marketing Techniques      57   (1)
      into Your Web Site
      Characteristics of Effective Marketing       58   (1)
      Web Sites
      Compelling, Well-Designed Home Page          58   (1)
      Timely Updating                              59   (1)
      Intuitive Navigational Flow                  60   (1)
      High-Value Information Content               60   (1)
      Fast Response Time                           61   (1)
      Response Orientation                         61   (1)
      Respect for Privacy                          62   (1)
      Use of Personalization                       62   (1)
      What You'll Get When You Follow the Rules    63   (1)
      How Do You Get Repeat Visitors to Your       63   (1)
      Web Site?
      Automated E-mail Response                    63   (1)
      Cookies                                      64   (1)
      Databases and Personalization                65   (1)
      Interactivity and Multimedia                 66   (1)
      Creating ``Mini-sites''                      66   (1)
      Mini-site Helps Launch a New Product         67   (1)
      Mini-site Promotes Special Offers            67   (1)
      Mini-site Transitions Customers              68   (1)
      How Do You Measure the Direct Marketing      68   (1)
      Effectiveness of Your Web Site?
      Employing Web Site Links to Generate Leads   69   (1)
      Free Links                                   69   (2)
      Paid Links                                   71   (1)
      A Future Consideration for Your Web Site     72   (1)
    The Best B-to-B Web Sites                      72   (2)
  Generating and Qualifying Leads with Online      74   (23)
  Advertising
    Creating and Placing Online Advertising        75   (22)
      How Effective Is Banner Advertising?         78   (3)
      Will Rich Media ``Save'' Banner              81   (2)
      Advertising?
      Best Practices in Online Advertising         83   (5)
      Online Ad Placement Is Critically            88   (2)
      Important
      Other Important Facts about Online           90   (2)
      Advertising
      Newsletter Sponsorships: For B-to-B          92   (1)
      Marketers, It Could Be the Better Way to
      Advertise
      Advertising Tip: Don't Forget Those          93   (1)
      Search Engines and Directories
      Incentive Programs: Another Form of          94   (1)
      Online Advertising
      ClickRewards (www.clickrewards.com)          95   (1)
      MyPoints (www.mypoints.com)                  95   (1)
      Online Advertising Is Undergoing             95   (2)
      Continuous Innovation
  Generating and Qualifying Leads with E-mail      97   (27)
    Why E-mail Marketing Is Exploding              98   (2)
    Integrating E-mail into Your Marketing         100  (16)
    Programs
      Inbound E-mail                               101  (1)
      Outbound E-mail                              102  (2)
      Limit Your Risk                              104  (1)
      Always Ask Permission To Send E-mail         104  (1)
      Always Provide the Recipient with the        104  (1)
      Ability to Opt Out
      Be Very Cautious if You Choose to Share,     105  (1)
      Sell, or Rent a List of Your Own E-mail
      Addresses
      Building Your Own E-mail List                105  (1)
      Opt-in E-mail                                106  (3)
      Effective Use of Outbound E-mail             109  (1)
      Customer Communications                      109  (1)
      Follow-ups                                   109  (1)
      Major Announcements or Alerts                110  (1)
      Serial E-mail                                110  (1)
      E-mail Newsletters                           111  (4)
      E-mail and Online Surveys                    115  (1)
      E-mail Discussion Groups                     116  (1)
    Making E-mail Work Harder                      116  (8)
      The Rise of HTML and Rich E-mail             117  (1)
      E-mail Innovations are Coming Fast and       118  (1)
      Furious
      What About Viral Marketing?                  119  (1)
      Automated E-mail Response                    120  (1)
      Other Important Facts about E-mail           121  (3)
  Using Internet Events for Marketing              124  (36)
    Are Live Events Still Good Marketing           124  (5)
    Investments?
      The Typical Seminar Series                   126  (3)
    The Net Event                                  129  (31)
      Analysis of Live Seminar Program versus      131  (1)
      Online Seminar Program
      Replacement or Enhancement?                  131  (1)
      Online Seminar Success Stories               132  (1)
      Direct Marketing Agency                      132  (1)
      Promotion                                    133  (1)
      Seminar                                      133  (2)
      Results                                      135  (1)
      Technology Company                           136  (1)
      Software Company                             136  (1)
      Real Estate Organization                     137  (1)
      Examples of B-to-B Internet Events           137  (1)
      Centra BCN (Business Collaboration           137  (1)
      Network) (www.centranow.com)
      Cisco Systems (www.cisco.com)                137  (1)
      Oracle Internet Seminars                     138  (1)
      (www.oracle.com/iseminars/) and Oracle
      eBusiness Network
      (www.oracle.com/ebusinessnetwork)
      Placeware Seminars                           138  (1)
      (www.placeware.com/seminar)
      The Net Event Is Not Without                 138  (4)
      Technological Challenges
      Types of Internet Events                     142  (1)
      The Online Trade Show                        142  (1)
      The Online Seminar or Presentation           143  (1)
      The Online Webcast                           144  (1)
      The Online Meeting                           144  (1)
      The Online Chat                              144  (1)
      Crossing Over with Online Events             144  (1)
      Developing and Hosting the Internet Event    145  (1)
      Guidelines for Developing and Hosting        146  (1)
      Your Own Internet Event
      Plan Your Event                              146  (1)
      Develop the Event                            146  (1)
      Critical Success Factors                     147  (1)
      Establish a Structure for the Event          148  (1)
      Create the Content for the Event             148  (1)
      Research and Add Appropriate Technologies    149  (1)
      Determine How the Event Will Be Hosted       149  (1)
      Program and Test the Event                   150  (1)
      Promote the Event                            151  (1)
      Evaluate the Results                         151  (1)
      Promoting Events Using the Internet          151  (4)
      Promoting the Net Event                      155  (2)
      Holding Online Marketing Meetings            157  (1)
      Using Distance Learning for Marketing        157  (3)
  Executing E-fulfillment                          160  (34)
    Traditional Fulfillment: An Aging Process      161  (2)
    The Transformation of Traditional              163  (2)
    Fulfillment
      Direct Mail                                  164  (1)
      Fax                                          164  (1)
      Telephone                                    164  (1)
    The E-fulfillment Difference                   165  (3)
    Means of E-fulfillment                         168  (7)
      Pulling the Prospect to You                  168  (1)
      The Web Response Area                        168  (1)
      The Web Site                                 169  (1)
      E-mail                                       170  (1)
      Pushing Information to the Prospect          170  (3)
      Some Interesting Variations on Pushing       173  (2)
      Information
    The Unique Benefits of E-fulfillment           175  (4)
      Acknowledgment                               176  (1)
      Confirmation                                 176  (1)
      Instant Fulfillment                          177  (1)
      Instant Online Help                          178  (1)
    Moving to Web-based Information                179  (7)
    Dissemination
      HTML Pages                                   180  (1)
      XML                                          181  (1)
      PDFs                                         181  (1)
      Benefits of Electronic Information           182  (2)
      Dissemination
      The CD/Web Connection                        184  (1)
      The Kiosk/Web Connection                     185  (1)
    Future Information Dissemination Channels      186  (1)
    Creating Online Demos and Trials               187  (2)
    Order E-fulfillment and Distributing Live      189  (5)
    Products Over the Internet
      E-fulfillment Resources and Services         191  (1)
      DHL (www.dhlmasterclass.com)                 191  (1)
      FedEx (www.fedex.com)                        191  (1)
      MarketFirst (www.marketfirst.com)            191  (1)
      MarketSoft (www.marketsoft.com)              191  (1)
      NetQuartz (www.netquartz.com)                192  (1)
      Netship (www.netship.com)                    192  (1)
      SubmitOrder (www.submitorder.com)            192  (1)
      UPS (www.ups.com)                            192  (2)
  Building Customer Relationships                  194  (28)
    Building Better Customer Relationships         195  (2)
    Using the Internet To Learn What Customers     197  (11)
    Want
      Maintaining Ongoing Relationships with       197  (2)
      Your Most Valued Customers
      Moving Your Customers Up the Marketing       199  (3)
      Pyramid
      Internet-Based Customer Service              202  (1)
      Aspect (www.aspect.com)                      203  (1)
      BEA (www.beasys.com)                         203  (1)
      Bowstreet (www.bowstreet.com)                203  (1)
      Brightware (www.brightware.com)              203  (1)
      Broadvision (www.broadvision.com)            203  (1)
      ePage (www.epage.com)                        204  (1)
      E.piphany (www.epiphany.com)                 204  (1)
      eShare Technologies (www.eshare.com)         204  (1)
      Kana (www.kana.com)                          204  (1)
      LivePerson (www.liveperson.com)              205  (1)
      NativeMinds (www.nativeminds.com)            205  (1)
      Net Effect (www.neteffect.com)               205  (1)
      Net Perceptions (www.netperceptions.com)     206  (1)
      PeopleSupport (www.peoplesupport.com)        206  (1)
      Revenio (www.revenio.com)                    206  (1)
      Teradata CRM (www.teradata.com)              206  (1)
      Internet Telephony and Customer Service      206  (2)
    Moving to the One-to-One Customer              208  (4)
    Relationship
      The Personalization Phenomenon               210  (2)
    Five Ideas for Building a One-to-One           212  (5)
    Customer Relationship Program
      Treat Customers Like Prospects               212  (2)
      Ask Customers What They Want--And Give It    214  (1)
      to Them
      Explore New and Innovative Ways to           215  (1)
      Encourage and Reward Customers
      Recognize the Difference Between Classes     215  (1)
      of Customers--And Treat Customer Classes
      Differently
      Make One-to-One Fun                          216  (1)
    Building Customer-Driven Extranets             217  (2)
    A Checklist for Developing Customer            219  (2)
    Extranets
    Successful CRM Programs                        221  (1)
    Note                                           221  (1)
  Using Business Communities and Exchanges         222  (26)
    What Is an Internet Community?                 223  (1)
    Types of Communities                           224  (15)
      Online Service Providers                     224  (1)
      Portals and Vortals                          225  (1)
      www.about.com                                226  (1)
      www.altavista.com                            226  (1)
      www.ask.com                                  226  (1)
      www.directhit.com                            226  (1)
      www.excite.com                               226  (1)
      www.go.com                                   227  (1)
      www.google.com                               227  (1)
      www.hotbot.com                               227  (1)
      www.lycos.com                                227  (1)
      www.northernlight.com                        227  (1)
      www.yahoo.com                                228  (2)
      Auctions                                     230  (1)
      eBay (www.ebay.com)                          230  (1)
      DoveBid (www.dovebid.com)                    231  (1)
      FairMarket (www.fairmarket.com)              231  (1)
      FreeMarkets (www.freemarkets.com)            232  (1)
      Online Asset Exchange                        232  (1)
      (www.onlineassetexchange.com)
      Priceline (www.priceline.com)                232  (1)
      The Information Technology Super-sites       232  (1)
      CMPnet (www.cmpnet.com)                      233  (1)
      C/Net (www.cnet.com)                         233  (1)
      IDG.net (www.idg.net)                        233  (1)
      Internet.com (www.internet.com)              233  (1)
      TechTarget (www.techtarget.com)              234  (1)
      ZDnet (www.zdnet.com)                        234  (1)
      Marketplaces and Exchanges                   234  (1)
      Business Communities and Exchanges           235  (1)
      BizProLink (www.bizprolink.com)              235  (1)
      BuyUSA.com (www.buyusa.com)                  235  (1)
      CheMatch.com (www.chematch.com)              235  (1)
      Community B2B (www.communityb2b.com)         235  (1)
      Covisint (www.covisint.com)                  236  (1)
      ConcertGlobalMarket                          236  (1)
      (www.concertglobalmarket.net)
      Converge (www.converge.com)                  236  (1)
      e2open.com (www.e2open.com)                  236  (1)
      Exportall (www.exportall.com)                237  (1)
      GE Polymerland (www.gepolymerland.com)       237  (1)
      Manufacturing.net (www.manufacturing.net)    238  (1)
      Office.com (www.office.com)                  238  (1)
      Oracle Exchange (www.oracle.com)             238  (1)
      PeopleSoft Marketplace                       238  (1)
      (www.peoplesoftmarketplace.com)
      Transora (www.transora.com)                  239  (1)
      VerticalNet (www.verticalnet.com)            239  (1)
      Yahoo! Industry Marketplaces                 239  (1)
      (industrymarketplaces.yahoo.com)
    Becoming Part of a Community                   239  (3)
      Find the Right Communities                   240  (1)
      Narrow Your Options                          240  (1)
      Which Free Services Are Offered?             241  (1)
      What Opportunities for Free Publicity        241  (1)
      Exist?
      What Opportunities for Paid Advertising      241  (1)
      and Promotion Are Available?
    Building Your Own Sponsored Community          242  (3)
      Tools To Help You Build a Community          243  (1)
      Ariba (www.ariba.com)                        243  (1)
      Comercis (www.comercis.com)                  243  (1)
      Commerce One (www.commerceone.com)           244  (1)
      Delphi (www.delphi.com)                      244  (1)
      Excite (www.excite.com)                      244  (1)
      Involv (www.involv.net)                      244  (1)
      Participate.com (www.participate.com)        244  (1)
      PurchasePro (www.purchasepro.com)            244  (1)
    What To Build Into Your Community              245  (3)
  Developing Internet Partnerships                 248  (26)
    Partnering-The Traditional Way                 249  (3)
      Cooperate but Do Not Capitulate              250  (1)
      Accentuate Your Compatibility                250  (1)
      Centralize Lead Processing                   250  (1)
      Offer Resellers Turnkey Programs-And Make    250  (1)
      It Easy To Participate
      Supporting Partners with Traditional         251  (1)
      Direct Marketing
    The Starting Point for Internet Partnering:    252  (5)
    Affiliate Programs
      Business-to-Business Affiliate Programs      253  (2)
      Tips on Becoming an Affiliate                255  (2)
    Guidelines for Creating Your Own Affiliate     257  (6)
    Program
      Establish an E-commerce Operation First      257  (1)
      BeFree (www.befree.com)                      257  (1)
      ClickTrade (www.clicktrade.com)              257  (1)
      Commission Junction (www.cj.com)             257  (1)
      LinkShare (www.linkshare.com)                258  (1)
      Performics (www.performics.com)              258  (1)
      Construct an Affiliate Program That          258  (1)
      Benefits Everyone
      Work Out All the Details                     259  (1)
      Protect Yourself with a Legal Agreement      259  (1)
      Service Your Affiliates                      260  (1)
      Make a Long-term Commitment to Affiliate     260  (1)
      Marketing
      Examples of B-to-B Affiliate Programs        261  (1)
      BuyTELCO.com (www.buytelco.com)              261  (1)
      GE Express (www.geexpress.com)               261  (1)
      HP Garage Affiliate Network                  261  (1)
      (www.hp.com/solutions1/garage/affiliates/i
      ndex.html)
      Enews (www.enews.com)                        261  (1)
      iGo (www.igo.com)                            262  (1)
      PromiseMark (www.promisemark.com)            263  (1)
      QSpace (www.qspace.com)                      263  (1)
      Sundial.com (www.sundial.com)                263  (1)
      VeriSign (www.verisign.com) and Network      263  (1)
      Solutions (www.networksolutions.com)
    Using the Internet to Support Channel          263  (7)
    Partners
      Building an Internet-based Channel           265  (2)
      Partner Program
      Examples of Internet Partner Programs        267  (1)
      Cisco (www.cisco.com)                        267  (1)
      IBM (www.ibm.com/partnerworld)               268  (1)
      Intel (channel.intel.com)                    268  (1)
      Microsoft (www.microsoft.com)                268  (1)
      MicroStrategy (www.microstrategy.com)        268  (1)
      Novell (partnerweb.novell.com)               269  (1)
      Oracle (www.oracle.com/partners/)            269  (1)
    Partnering, Internet Style: What the Future    270  (3)
    Holds
    Note                                           273  (1)
  Selling on the Internet                          274  (33)
    Putting B-to-B E-commerce into Perspective     275  (8)
      Dell: An E-commerce Success Story            279  (1)
      Dell Premier Web Pages                       280  (1)
      DellHost                                     281  (1)
      Dell Software and Accessories                282  (1)
      Dell Exchange                                282  (1)
      Dell Learning Center                         282  (1)
    How E-commerce Works with Your Selling Model   283  (5)
      The Retail or Mail Order Model               283  (2)
      The Reseller Model                           285  (1)
      The Sales Force Model                        286  (2)
    A New Twist to E-commerce: The Shopping Bot    288  (1)
      www.mysimon.comwww.mysimon.com               288  (1)
      www.rusure.comwww.rusure.com                 288  (1)
      www.dash.comwww.dash.com                     289  (1)
      www.respond.comwww.respond.com               289  (1)
    How to Get an E-commerce Order Generation      289  (11)
    System Up and Running
      Transitioning from an Existing Order         289  (3)
      generation System
      Starting a New Order Generation System on    292  (2)
      the Internet
      Should You Use a Web Hosting Service for     294  (2)
      E-commerce?
      Taking Orders Electronically                 296  (2)
      Driving Traffic from the Internet to a       298  (1)
      Traditional Order Generation Channel
      The Business of Order Fulfillment            299  (1)
    Examples of Leading B-to-B e-commerce Web      300  (6)
    Sites
      Amazon.com (www.amazon.com)                  301  (1)
      Biztravel (www.biztravel.com)                301  (1)
      Boeing                                       301  (1)
      (www.boeing.com/assocproducts/bpart/partpa
      ge/)
      Cisco Systems (www.cisco.com)                302  (1)
      GE (www.GE.com)                              303  (1)
      iPrint (www.iprint.com)                      303  (2)
      Marshall Industries (www.marshall.com)       305  (1)
      Office Max (www.officemax.com)               305  (1)
      PC Connection (www.pcconnection.com)         305  (1)
    Note                                           306  (1)
  Integrating Online and Offline Marketing         307  (37)
    Online and Offline: The Reality of a           308  (2)
    Changing Marketing World
    Your Market and Your Audiences Will            310  (2)
    Determine How You Integrate Online and
    Offline Marketing
    How To Integrate Online and Offline Media      312  (3)
    in the Internet Marketing Era
    An Example of How To Execute Online-Offline    315  (3)
    Marketing
    The Impact of Internet Marketing on B-to-B     318  (1)
    Marketing Organizations
    The Impact on Marketing                        319  (2)
    The Impact on the Marketing/IT Departments     321  (1)
    The Impact on Sales                            321  (2)
    Presenting the Case for Internet Marketing     323  (14)
      Focus on the Quantifiable Business           324  (4)
      Benefits of Internet Marketing
      The Internet Marketing Audit                 328  (1)
      The Internet Marketing Action Plan           329  (1)
      Developing the Action Plan                   330  (2)
      Implementing the Action Plan                 332  (2)
      In-House or Outside?                         334  (1)
      Staff Requirements for Internet Marketing    334  (3)
    The Internet is an Integral Part of a          337  (3)
    Changing Marketing World
    Note                                           340  (1)
    A Final Word                                   341  (3)
Appendix A: Other Resources                        344  (21)
Appendix B: Glossary of Direct and Internet        365
Marketing Terms