Hit Your Target
By Brian Howard
Generating quality B-to-B leads on the Internet has always been a risky proposition. Advertise on a general business site with too broad an audience, and your leads are bound to be watered down. Advertise on a site that gets no traffic, and you'll be lucky to get any leads at all.
A new service from Venture Direct WorldWide, B2B On Target, looks to find a happy medium. Venture partners with publishers in selected verticals that will bring in the type of traffic attractive to B-to-B marketers. These partners display an offers page when visitors take an action on their Web sites—such as making a purchase, requesting information or registering for a newsletter. This page, consisting of B2B On Target advertisers, allows inquirers to review related lead-generating offers. (For example, HP offers a subscription to its quarterly e-magazine.) If the prospect selects an offer, his or her full contact information is collected.
Advertisers then have the option of displaying a second form to inquirers on which they can ask up to six qualifying questions, and following up with a confirmation e-mail.
The Internet has become a vital force in B-to-B marketing, and the online lead-qualification process, in turn, is becoming more sophisticated.
The key is finding quality publishers whose traffic prequalifies itself.
For more information, visit www.b2bontarget.com or e-mail firstname.lastname@example.org.
A Family Affair
Deciphering decision chains within small- to mid-sized companies can be a challenge, let alone within large, multi-site corporations. This is where BizLinks, a new product from Experian that was announced at the Direct Marketing Association (DMA) Annual Conference & Exhibition in Orlando, FL, in October, can come in handy. BizLinks seeks to draw the "family tree" between a company's headquarters and its various branch locations.
The tool helps marketers identify buying locations where companies assign purchasing responsibilities, as well as make more clear the relationships between differently named companies with the same parent.