Synquest.com, TechTrader, CEOExpress, PackagingInsider.com

B2BMarketingBiz.com
Practical News & Tips for
B2B Marketing on the Internet
May 15, 2000 - Vol. I, Issue 1

IN THIS ISSUE: Synquest.com, TechTrader, CEOExpress,
PackagingInsider.com

**Please forward to your friends & colleagues. We depend
on your kudos and good judgment to grow!

1. NEWS: Synquest.com, TechTrader, CEOExpress

2. CASE STUDY: PackagingInsider.com

3. EXCLUSIVE INTERVIEW: Washington News Bureau’s
Lane F. Cooper on B-to-B Consultative Marketing

4. JOBS: PurchasePro.com, Open Market

5. EVENTS: The ABCs of A$Ps, Touched by an Angel

** Note: Are you reading a pass-along copy? Get your own
free subscription by going to our Web site today:
http://www.B2BMarketingBiz.com

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NEWS: Synquest.com, TechTrader, CEOExpress
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*TAKE OUR 2 MINUTE ONLINE SURVEY: Get the Results in
Next Week's Issue of B-to-B MarketingBiz.com

How DO B-to-B Market-Makers’ Spend Their Marketing Budgets?
If you’re a marketer at an e-marketplace or exchange,
help us understand the industry by taking 2 minutes to
answer our 100% ANONYMOUS survey at this URL:
http://websurveyor.net/wsb.dll/2749/b2bsurvey0511.htm

Concerns? Ask me at felix@marketingsherpa.com
202.256.1472.


*Traffic: Don't Roll Out Your Sales Efforts Before You
Have Retention Plans in Place

Synquest.com's expert consultant Vince Wicker told
B2BMarketingBiz a story that made us shudder: Apparently
some Net market makers find that no matter how much they
spend to register new customers or members to their
site, new users often visit once or twice and then "fall
off the map." It then costs marketers an average of
FIVE TIMES as much to reacquire the same customer!
Lesson learned: don't splash out for new customer
acquisition until you have content and functions that
will keep them engaged, and a retention plan in place to
keep them coming back. http://www.synquest.com


*Sales tip from TechTrader's CEO Jacob Pechenik

Pechenik whose two-year old company (a brainy gang of
MIT grads) builds the tech that enables B-to-B netmarkets
such as PackagingInsider.com (see Case Study below) to
blow away the competition. His best tip for sending
sales reps on the road to convert offline companies into
online members: "Forget the fact that you can see great
ways they could vastly improve their workflow. Don't
tell them that; it will scare them. It's too much change
at once. First, help them achieve their same old
workflow online, and then over time move them to a
better one."

Sounds counter-intuitive--telling your reps not to lay
out all the benefits of your product to prospects--but
in a big business world already rocked by change, this
“keep it simple” approach might work better than
dazzling them with all the bells and whistles
Email: pechinik@techtrader.com, 202.872.8550


*Overheard at B-to-B Net Market Makers Event: The Changing
Biz Model

Looks like the e-marketplace crowd is really taking all
this “adding value” talk seriously. One industry exec
recently offered this analogy: "If Bill Gates made a
phone call and made a $20 million deal, AT&T isn't gonna
get 20% of that. The model is changing, and if all
you're providing is infrastructure, you're not gonna get
rich anymore. You gotta offer more. You gotta offer call
forwarding, call waiting, caller ID." Let’s not forget
an e-commerce version of Star-69, for reacquiring all
those transactions that never made it all the way
http://www.netmarketmakers.com


*Media Buy of the Week: CEOExpress.com

Wow, CEOExpress.com’s average user session lasts 16
Minutes! This seemingly simple portal for “busy
executives” gets 2 million page views and 800,000 unique
users per month. Your media buy can target visitors by
industry, company size and title. (We’d be more
impressed if the media kit gave us demographic info more
recent than 1998, though.) Oddly enough, the
CEOExpress.com Web site itself does not offer a link to
its own media kit, so we’re including one right here
http://www.phase2media.com/oursites/profiles/ceoexpress.html
Home site: http://www.ceoexpress.com/
Ad Sales: Dan Lovinger, 212/883-4742


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CASE STUDY: PackagingInsider.com
----------
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*PackagingInsider.com Maximizes Traffic with a Trade
Publishing Partnership

Goal: Promote latest site makeover, raise numbers of
registered site user

Campaign: An integrated campaign using email to alert
previously registered users, print ads in trade and
association publications, press releases, and, of
course, big presence at related trade shows.

Print Media: As a joint venture between TechTrader, Inc.
and Independent Publishing Company (IPC), this new
packaging-industry Internet marketplace gets preferred
position and pricing on space ads in IPC’s packaging
trade pubs--such as “Food & Drug Packaging”--with a
combined total circulation of 135,000 executives.
(Hint: If your Internet marketplace doesn’t have joint
ventures with major trade publishers, maybe you should
get some.)

Email Marketing: Marketing VP Patti Smith wouldn’t tell
us the raw numbers, but she did emphasize that
PackagingInsider.com only emails users who have opted-in
by registering at the Web site. “We could email all
135,000 readers [of IPC pubs], or all the members of
associations we work with, but that would violate their
privacy,” she says. Instead, the company follows-up each
opt-in registration with an immediate welcome email
asking for feedback on the Web site’s new design and
functionality. All subsequent emails are “newsworthy”
and “press-related”, says Smith. “There’s really no
sales pitch in any of our email updates.

Opt-in Email List Building: PackagingInsider.com doesn’t
let visitors get anywhere beyond the front page without
registering (not even to “Company News,” so this
reporter now is registered among packaging buyers and
sellers online). This first level of registration does
not, however, enable us to start trading packaging
supplies on the site. That requires a second, more
qualified registration level. (Whew!)

Trade Shows: As with many Net marketplaces, events are
a major channel for PackagingInsider.com. For several
months prior to release date, the Company began touting
its new makeover at trade shows by explaining future
content, features and tools over a demo of its then
current site. (We think a live demo of the new site to
come–-á la VC pitch--would help create pre-release buzz,
but you don’t want to let the cat out early either.) Now
that the new site is up, PackagingInsider.com will show
it off at EastPack 2000 in Philadelphia (May 23-25),
with demos in a special presentation room and at
the company booth.

http://www.packaginginsider.com
http://www.techtrader.com
http://www.independentpublishing.com/

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EXCLUSIVE INTERVIEW: Lane F. Cooper
----------
!!!!!!!!!!!!!!!!!!BEHIND THE TECHNOLOGY!!!!!!!!!!!!!!!!!
Facts about and opinion from leaders and entrepreneurs
in the DC Metroplex are delivered by DC TECH JOURNAL.
http://www.dctechjournal.com
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*Washington News Bureau’s Lane F. Cooper on B-to-B
Consultative Marketing

Washington News Bureau develops custom publishing and
marketing materials for high-tech B-to-B clients like
Lucent Technologies and Microsoft.

B2BMarketingBiz caught up with President Lane F. Cooper
in the Dupont Circle brownstone that serves as HQ. As a
B2B journalist turned custom publisher and marketing
consultant, Cooper urges his clients to boost sales by
establishing themselves as thought leaders in their
respective market spaces.

Q: What’s the biggest challenge for B-to-B technology
companies marketing themselves today?

Cooper: I think there’s a growing disconnect between
business buyers demanding products & services, and
sellers who wish to serve those demands. Put more
simply, buyers are having an increasingly difficult time
understanding what sellers are talking about. That’s why
marketing—-like sales--has to be “consultative”

Q: So what should B-to-B marketers do differently?

Cooper: For the past few centuries marketers have
basically communicated three basic facts: This is who we
are! This is what we offer! Buy it now! This three-
pronged approach to message management was OK throughout
the industrial age, but it is becoming increasingly
clear that it lacks the intellectual fire-power to
support knowledge-intensive consultative sales activity
in the high-tech B-to-B sector.

Q: So what do you do to give your marketing messages
more “intellectual fire-power?”

Cooper: To cultivate relationships in the market, you
have to demonstrate your expertise in the business that
your customer is in. I remind my high-tech clients that
they’re not really selling the new features of their
latest technology. What they’re really selling is their
company know-how and track record of solving business
problems for the industries they serve. And there’s no
clever, gimmicky way to do that, so finally the buyers
are holding all the cards! You have to tell your
stories, demonstrate your expertise and win the esteem
of the market.

This is why you’re seeing more and more companies adding
white papers and other rich knowledge to their Web
sites. What they don’t do is maximize all media to
drive readers to these online resources. When you use
print ads in the trades, don’t just run ads telling
people to check out your Web site; tell them what they
can expect to learn from the white paper they’ll find
there! Use email newsletters and also offline media to
drive prospects to your site to get their copy of your
white paper. Add the URL and free white paper offer to
all your staff’s SIGs for all email sent out (especially
your sales and customer service staff.)

Q: How can I use offline ads to drive traffic to my Web
site and white paper? What should I say in the ad,
and how much should I pay for one?

A: Instead of a single space ad, you should consider
running a 4-page insert which gives you plenty of room to
get readers’ interest, and if you go out of house, you
should pay no more than $10,000-$12,000, including production.
If you deliver that piece to 100,000 readers of a tier-one
trade pub, that’s less than 12 cents per reader.

In terms of content for your insert and white paper,
business people hate hype and slick sales pitches,
but they love case studies and other information they
can put to use. Use market research to support your
market overview, and charts and graphs. And use every
component to lead readers back to your Web site for
more in-depth content.
http://www.washbureau.com


----------
JOBS: PurchasePro.com, Open Market
----------
!!!!!!!!!!!!!!!!!!BEHIND THE TECHNOLOGY!!!!!!!!!!!!!!!!!
Facts about and opinion from leaders and entrepreuners
in the DC Metroplex are delivered by DC TECH JOURNAL.
http://www.dctechjournal.com
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


*PurchasePro.com: General Manager, Sales

Los Angeles, CA. 6+ years national sales and people
management experience. GM is charged with staffing an
organization and developing an action plan for the
specified geographic region. Creating strategic
alliances within a market. Create and develop a
marketing strategy for the geographic region, taking
responsibility for subscription and revenue numbers.
Managing implementation of large-scale projects and
rollouts. Managing corporate strategic alliances.
http://corp.purchasepro.com/index.asp?loc=3d&lnk=1a&jobid=3000&deptname=Sales


*Open Market: Product Marketing Evangelist

Location: Germany. Raise the profile and awareness of
Open Market and its solutions in the UK & Continental
Europe via speaking engagements, press briefings,
seminars, etc. 5-10+ years experience in software
marketing with proven ability to facilitate strategic
relationships and heavy focus on product marketing.
Ideal candidate will have experience in Internet
commerce or e-business and in-depth knowledge of the
software marketplace.
http://new-website.openmarket.com/hiring/jobs_detail.cfm?id=280


---------
EVENTS: The ABCs of A$Ps, Touched by and Angel
----------

*THE A-B-C'S OF A$P'S
Wednesday, May 17, 2000, 7:45-10:30am
New York, Hilton Hotel - 54 & 6th - Trianon Ballroom
@ National Online Meeting
- James R. Arnett, Senior VP, Keylime Software,
- Matthew Kanter, President, USi
- Dave Castellani, CEO, Mi8
- Vince Grosso, CEO, Into Networks
- Steve Kelley, VP, White Pine Software
http://www.ibreakfast.com/events.cfm?EID=59


*"TOUCHED BY AN ANGEL"
Thursday, May 25, 2000, 7:45-10am
Boston, Marriott Long Wharf - 296 State St.
- Ron Dayan, CEO, Complete-e Strategies
- Christopher Mutkoski, CEO, InternetAngels.com
- Darryl Walker, V-Capital
- Richard Anders, CEO, New Media Publications
http://www.ibreakfast.com/events.cfm?EID=66


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