How To(s) relating to B-to-B Ecommerce

Summary: One aspect of implementing marketing automation software is the use of first-party tracking to collect data about prospects for lead nurturing and scoring. This data also brings with it a certain level of privacy concerns and responsibility.

This article looks at five factors surrounding marketing automation and privacy, including the difference between first- and third-party tracking, regulation issues around the 2009 EU privacy directive, and why transparently handling your customer’s data is a good marketing practice. continue...

Summary: A strong corporate website is an invaluable tool for collecting leads and promoting your brand. But getting to this point is difficult when trying to unify far-reaching global divisions with existing websites of varying quality.

See six key tactics a team used to consolidate several divisional websites into a new, unified corporate platform. Their approach to managing people, technology and content helped them finish the job on schedule, and create a site that’s seen Web leads grow 200% since launch. continue...

Summary: Promotional products can enhance campaign results by getting people to act. Discover 6 strategies Xerox uses to incorporate promotional products effectively into direct-marketing campaigns. This how-to includes tips for choosing the right promotional consultant. continue...

Summary: Do the testimonials on your Web site impress potential clients so much that they want to hire you on the spot? Last week we discovered a page of unusually high-impact testimonials on an Atlanta-based consulting firm's site. How did they beat competitors' blander testimonials?

We called them up to ask -- here are their seven practical tips you can use to rev up your site and marcom testimonials too: continue...

Summary: "Yes, you can sell large pieces of capital equipment online" says Linda Holden, National Sales Manager at Thomas Register. However she notes it's not as easy as you think. "Engineering doesn't want to talk to purchasing and purchasing doesn't want to talk to sellers." So how do you sell online? Here are two proven tactics that can make a real difference in your success. continue...