Cover -- Table of Contents -- Chapter 1 -- Business-to-Business Internet Marketing-A Crash Course -- Basic Principles -- Markets, Markets Everywhere -- What are You Really Selling? -- Learning a Lesson from Consumer Marketers -- The Special Requirements of Business-to-Business Direct Marketing -- Why Audiences Are Getting Smaller -- Program Strategies -- Establishing Objectives -- General Objectives -- Specific Objectives -- The Marketing Pyramid -- Putting the Marketing Pyramid to Use -- Another Use for the Marketing Pyramid -- Audience and Media -- "The Consumer with an Inbox" -- Three Key Audience Strategies -- Micro-segmentation -- Cross-functional Direct Marketing -- Relationship Direct Marketing -- Audience Strategy and Mailing Lists -- House Lists -- Response Lists -- Compiled Lists -- Using SICs to Select Lists -- Limit Your Risk by List Testing -- Direct Marketing Media -- Direct Mail -- Self-Mailers -- Packages -- Catalogs -- Telephone -- Print Advertising -- Electronic or Interactive -- Broadcast -- Other Media -- Media Integration -- Offer Development -- The Underlying Offer -- The Direct Marketing or Promotional Offer -- Basic Rules for Offer Development -- Proven Lead-Generation Offers -- Success stories -- Special reports -- Comparative analyses -- Seminars or special events -- Offer description makes a difference -- Offers that don't work -- Creative Execution -- What Distinguishes Great Direct Marketing Creative Execution? -- Great Creative Is Audience-Appropriate -- Great Creative Keeps the Focus on Benefits -- Great Creative Includes Just Enough Detail -- Great Creative Includes a Prominent Call to Action -- Creative Work That Breaks Through -- How to Write Winning Direct Marketing Copy -- Adjusting the Creative Execution to Different Media -- Direct Mail -- Telephone -- Print Advertising -- Broadcast.

Electronic/Interactive Media -- Implementation and Analysis -- Build Your Marketing Database -- Strategies for Better Databases -- Questions to Ask about Outside Databases/Lists -- Why Direct Mail Still Works -- How Long Does Direct Mail Take? -- The Ins and Outs of Postal Service Requirements -- First-class mail -- Standard mail -- Automation -- Implementing Media Integration -- Explanation of the Media Integration Plan -- Implementing Channel Marketing -- How to Make Lead Programs Accountable -- Useful Tools -- Chapter 2 -- The Age of the "e" -- The Numbers Game -- The Wired World -- A Paradigm Shift of E-proportions -- What the Internet Contains That Marketers Can Use -- E-mail -- Newsgroups and Blogs -- The World Wide Web -- Marketing Benefits of the Internet -- The Internet Is Boundless -- The Internet Makes Global Marketing a Reality -- The Internet Reaches People with Intellect, Power, and Money -- The Internet Offers Increased Business Penetration -- The Internet Provides a Unique Form of Communications Intimacy -- The Internet Changes the Economics of Marketing -- The Internet Established a Brand-New Sales Channel Starting in the Late 1990s -- Intranets and Extranets -- How the Internet Intersects with Direct Marketing -- The Internet Address Is the New Toll-Free Number -- It's All about Integrated Marketing -- Transition to Integrated Marketing Now -- Going Global: How Internet Marketing Can Createa Worldwide Business for B-to-B Companies -- Expanding Markets and Territories -- Developing Global Marketing Partnerships -- Providing Worldwide Customer Service -- Approach Global Marketing with Caution -- The New Response Model: "Intersponding" -- The Nature of the Internet -- What Is Its Content? -- What Is Its Form? -- What Is Its Delivery Format? -- The Web Defies Logic -- Intersponding: A New Response Model.

Seven Proven Internet Marketing Strategies -- Chapter 3 -- Generating and Qualifying Leads with Your Website -- A Word about .com -- The Lead-Generation Dilemma -- Enhancing Direct Mail with Telemarketing -- Lead Quantity vs. Lead Quality -- Why Is Lead Quality So Important? -- How to Enhance Targeted Lead Generation with the Internet -- The Internet Can Improve Your Entire Lead-Management Process -- The First Step: Web Response Forms -- Web Response Forms Tighten the Lead-Qualification Process -- The Basics of Constructing Web Response Forms -- Using Your Website for Lead Generation and Qualification -- Seize the Opportunity to Set Your Website Apart -- Incorporate Direct Marketing Techniques into Your Website -- Characteristics of Effective Marketing Websites -- A Compelling, Well-Designed Home Page -- Timely Updating -- Intuitive Navigational Flow -- High-Value Information Content -- Fast Response Time -- Response Orientation -- Respect for Privacy -- Use of Personalization -- What You'll Get When You Follow the Rules -- How Do You Get Repeat Visitors to Your Website? -- Automated E-mail Response -- Cookies -- Databases and Personalization -- Interactivity and Multimedia -- Creating "Micro-sites" -- Micro-site helps launch a new product -- Micro-site promotes special offers -- Micro-site transitions customers -- How Do You Measure the Direct Marketing Effectiveness of Your Website? -- Employing Website Links to Generate Leads -- Free Links -- Sponsored Search -- A Future Consideration for Your Website -- The Best B-to-B Websites -- Chapter 4 -- Generating and Qualifying Leads with Online Advertising -- Creating and Placing Online Advertising -- How Effective Is Banner Advertising? -- Rich Media Enhances Banner Advertising -- Best Practices in Online Advertising -- Online Ad Placement Is Critically Important.

Other Important Facts about Online Advertising -- Newsletter Sponsorships: For B-to-B Marketers, It Could Be the Better Way to Advertise -- Advertising Tip: Don't Forget Those Search Engines and Directories -- Incentive Programs and Games: Another Form of Online Advertising -- ClickRewards (www.clickrewards.com) -- MyPoints (www.mypoints.com) -- Online Advertising Is Undergoing Continuous Innovation -- Chapter 5 -- Generating and Qualifying Leads with E‑mail -- Why E‑mail Marketing Is Exploding -- Integrating E‑mail into Your Marketing Programs -- Inbound E‑mail -- Outbound E‑mail -- Limit Your Risk -- Always Ask Permission to Send E‑mail -- Always Provide the Recipient with the Ability to Opt Out -- Be Very Cautious If You Choose to Share, Sell, or Rent a List of Your Own E‑mail Addresses -- Building Your Own E‑mail List -- Opt-in E‑mail -- Effective Use of Outbound E‑mail -- Customer Communications -- Follow-ups -- Major Announcements or Alerts -- Serial E‑mail -- E‑mail Newsletters -- E‑mail and Online Surveys -- E‑mail Discussion Groups -- Making E‑mail Work Harder -- The Importance of HTML and Rich E‑mail -- Mobile Marketing and E‑mail/Text Innovation -- What about Viral Marketing? -- Automated E‑mail Response -- Other Important Facts about E‑mail -- Chapter 6 -- Using Internet Events for Marketing -- Are Live Events Still Good Marketing Investments? -- The Typical Seminar Series -- The Net Event -- Analysis of Live-Seminar Program versus Online-Seminar Program -- Replacement or Enhancement? -- Online-Seminar Success Stories -- Direct Marketing Agency -- Promotion -- Seminar -- Results -- Technology Company -- Software Company -- Real Estate Organization -- Examples of B-to-B Internet Events and Vendors -- WebEx (www.webex.com) and Cisco Systems (www.cisco.com) -- Microsoft's Live Meeting (www.microsoft.com/livemeeting).

Oracle Internet Seminars (www.oracle.com) -- The Net Event Is Not without Technological Challenges -- Types of Internet Events -- The Online Trade Show -- The Online Seminar or Presentation -- The Online Webcast -- The Online Meeting -- The Online Chat -- Crossing Over with Online Events -- Developing and Hosting the Internet Event -- Guidelines for Developing and Hosting Your Own Internet Event -- Plan Your Event -- Develop the Event -- Critical Success Factors -- Establish a Structure for the Event -- Create the Content for the Event -- Research and Add Appropriate Technologies -- Determine How the Event Will Be Hosted -- Program and Test the Event -- Promote the Event -- Evaluate the Results -- Promoting Events Using the Internet -- Promoting the Net Event -- Holding Online Marketing Meetings -- Using Distance Learning for Marketing -- Chapter 7 -- Executing E-fulfillment -- Traditional Fulfillment: An Aging Process -- The Transformation of Traditional Fulfillment -- Direct Mail -- Fax -- Telephone -- The E-fulfillment Difference -- Means of E-fulfillment -- Pulling the Prospect to You -- The Web Response Area -- The Website -- E‑mail -- Pushing Information to the Prospect -- An Interesting Variation on Pushing Information -- The Unique Benefits of E-fulfillment -- Acknowledgment -- Confirmation -- Instant Fulfillment -- Instant Online Help -- Moving to Web-based Information Dissemination -- HTML Pages -- XML -- PDFs -- Benefits of Electronic Information Dissemination -- The CD/Web Connection -- The Kiosk/Web Connection -- Future Information Dissemination Channels -- Creating Online Demos and Trials -- Order E-fulfillment and Distributing Live Products over the Internet -- E-fulfillment Resources and Services -- Chapter 8 -- Building Customer Relationships -- Building Better Customer Relationships -- Using the Internet to Learn What Customers Want.

Maintaining Ongoing Relationships with Your Most Valued Customers.