SUMMARY: President Fritz Hall admits he did not expect that a 150 year-old "smokestack" company like Benton Foundry would find its marketing profoundly affected by the Internet. However, he discovered that dramatic changes in the ways that big companies run their purchasing departments presents six challenges:
1. The move to centralized purchasing,
2. Less experienced buyers,
3. Increased purchasing contact turnover,
4. Sales literature is trashed,
5. The voice mail barrier,
6. International HQs. Hear how Hall's remarkably simple Web site helped him beat these challenges. Now he gets 40% of new business leads over the Web.