B2BMarketingBiz's Top 10 Best Online Marketing Case Studies

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B2BMarketingBiz From MarketingSherpa.com
*************** April 3, 2001; Vol. 2, Issue 14
Please forward WITHOUT cutting.
Free subscriptions at: http://www.b2bmarketingbiz.com

* SPECIAL ISSUE: Top 10 B-to-B Online Marketing CASE STUDIES *

Dear B-to-B MarketingBiz Reader:

Recently our publisher gave a speech at a marketing conference
entitled, "The Top 10 B-to-B Online Marketing Case Studies."

Afterwards, almost everybody in the audience came up to the
podium and asked her if she could send them a copy of the Case
Studies. Which made us wonder if you might like them too…?

So, here they are. Yes, you can forward this special issue to
your friends and colleagues if you think they'd be interested.
Just please also ask them to consider getting their own FREE
subscriptions to this weekly newsletter (which often features new
Case Studies) at:
http://www.b2bmarketingbiz.com

Thanks!


B2BMarketingBiz CASE STUDY #1
Search Engine Keyword Buys Beat Small Business Site Banners for
MyCorporation.com

This Case Study wins the #1 spot because MyCorporation's
marketers did four of the smartest things we've seen anyone do
online today:

1. Search engine optimization -- yes, it's smarter to spend time
and money making your site gets picked up by search engines than
just about anything else you can do online today.

2. Paid search engine listings -- if optimizing works for you,
then the very next thing you should test is paid listings and
banners run against key search terms.

3. BBB -- The Better Business Bureau is a very powerful brand
name, perhaps especially online where first-time buyers can be
nervous. Find out how this site cleverly used the BBB logo to
allay prospects' concerns.

4. Customized landing pages -- the worst thing you can do is to
send clickthroughs to your general home page. This site created
powerful customized landing pages that made B-to-B searchers feel
special … and more likely to purchase!

Read all about it at:
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1229

B2BMarketingBiz CASE STUDY #2
How FairMeasures.Com Grew Content and Training Sales by Changing
Its Home Page

Tell the truth -- does your home page reflect your customers'
needs or does it just talk about you? FairMeasures.com was
already a successful site when they revamped their home page to
be user-oriented vs. product-line oriented. The very next week
the site produced more sales than it had for the entire past
year! Learn how:
http://www.contentbiz.com/sample.cfm?contentID=267

B2BMarketingBiz CASE STUDY #3
Just-Auto.com Finds Serious Auto Executives Prefer Email
Newsletters With a Jokey, Casual Tone

Business news should be written in a "business" voice, right?
Wrong. This Case Study tells you what happened when a business
newsletter for high-level execs in the automotive industry traded
in its stuffy, "corporate-style" voice for a more casual tone.
(Hint: you might consider changing your company newsletter too.)
http://www.b2bmarketingbiz.com/sample.cfm?contentID=539

B2BMarketingBiz CASE STUDY #4
Welocalize.com's "Free eQuote" Web Site Button Generates Sales
Leads from the Global 2000

It's not impossible to generate sales leads for six-figure
Fortune 1000 accounts from a very simple Web site. Learn how
WeLocalize.com won accounts at big companies like Nokia, Adobe,
General Electric, Cisco and Xerox, with a its online "Free
eQuote" button (you might want to copy it for your site):
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1346


B2BMarketingBiz CASE STUDY #5
Webinars Beat Road Show Seminars in Terms of Cost, Attendees and
Sales Lead "Heat"

Let's face it, road shows (seminars you take on the road to
impress sales prospects in various cities) are getting really
expensive these days. Plus, prospects are less and less willing
to attend them -- who has the time? Learn how one software
company successfully (and profitably) replaced its road shows
with Webinars:
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1421

B2BMarketingBiz CASE STUDY #6
IBM Grows Sales by 30% a Year with Personalized Web Sites and
Communications

The thing that really impresses us about this Case Study is the
fact that IBM not only created a personalized one-to-one
communications system with its customers, they also mounted a
very clever campaign to get individual businesspeople to opt-in.
IBM knew that you can't just start emailing your customers
newsletters and special offers. You have to ask for their
permission first -- otherwise it's considered spam (yes, even if
recipients are already your customers!) Learn about this
remarkable campaign at:
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1121

B2BMarketingBiz CASE STUDY #7
BMC Software Gets 50% Click Throughs From Fortune 500 Execs Via
Non-Branded, Educational Sites

The biggest problem for many business marketers is that they're
not marketing to an individual; instead they're marketing to a
committee. How can you reach every member of a committee in a
way that appeals to their unique interests? BMC Software has
taken a novel approach by building a separately branded
educational Web site for each typical committee-member, from IT
to the CEO. Learn how these sites work at:
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1538

B2BMarketingBiz CASE STUDY #8
Test Results from zapdata's Extensive Online B-to-B Advertising and
Marketing Campaigns

Every direct marketer knows, the number one most important thing
you can do is test your brains out! zapdata tested various
banners, newsletter sponsorships, offers, paid search engine
listings, blast emails … you name it. Now you can find out what
worked (and what didn't):
http://www.b2bmarketingbiz.com/sample.cfm?contentID=1154

B2BMarketingBiz CASE STUDY #9
Alco Ventures Uses Discounts to Lure 70% of its Building
Contractor Clients Online

What if you are a B-to-B marketer in an industry that's not very
Web-savvy? Is it still worth doing online marketing? This Case
Study proves you can move your customers online (saving your
company lots of money in order processing and customer support)
even if many of them don't own computers yet!
http://www.b2bmarketingbiz.com/sample.cfm?contentID=709

B2BMarketingBiz CASE STUDY #10
Multicity Got 100,000+ Webmaster Customers by Maximizing Free
Site Reviews

It's been proven time and time again that qualified business
buyers search online directories looking for goods and services.
So, why do so many companies do such rotten copywriting in their
directory listings? (We think it's because it's often relegated
to a junior staffer, or a sales person without significant
copywriting experience.) Here’s a Case Study about a company
that took their listings in online directories very seriously --
and how it worked for them:
http://www.b2bmarketingbiz.com/sample.cfm?contentID=643


P.S. Have you done an interesting B-to-B campaign we should write
about? Email us today at editor@b2bmarketingbiz.com


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Publisher:
Anne Holland
anneh@MarketingSherpa.com
202.232.6830

(c) Copyright 2001, MarketingSherpa, Inc.