B2Bmarketing Biz articles from April 2002

B2Bmarketing Biz archives from April 2002

How Microsoft Nurtured Sales Leads to Sell More $100,000 Software Accounts.
April 3, 2002... CASE STUDY CHALLENGE: Last year Dale Sleppy, Manager Marketing Programs for Microsoft's Great Plains Business Solutions unit (formerly Solomon software), faced a problem that sales support marketers have had with since the beginning of...

How to Reach & Impress Big Business Purchasing Managers Online (6 Challenges to Beat).
April 9, 2002... CASE STUDY CHALLENGE: President Fritz Hall admits he didn't expect that a 150 year-old "smokestack" company like Benton Foundry would find their marketing profoundly affected by the Internet. To keep sales coming in, the Foundry relies...

WebTrends' Site Redesign Generates 65% More Six-Figure Sales Leads.
April 16, 2002... CASE STUDY CHALLENGE: Like many business technology vendors, one of the primary goals of the WebTrends' Web site is to gather sales leads. By late 2000, it became clear that the Web site had to be updated. At least it became clear to...

The Three Major Problems with Online Marketing Metrics (And What You Can Do About Them).
April 17, 2002... By Alexis D. Gutzman, Marketing Technology Columnist When we conducted our reader survey in February, the number one thing you told us you wanted to read more about -- from a practical, hands-on perspective -- was metrics. I couldn't have...

5 Rules for Publishing an Email Newsletter That's "Less Torture" Than Print.
April 23, 2002... CASE STUDY CHALLENGE: "I just can't begin to explain what torture it was," CSI's Marketing Communications Manager Kim Nichols talks about what it was like when the Company used to publish a printed newsletter for customers and prospects....

B2B Marketer Gets High Ticket Sales Leads from a Cheap B2C Publicity Web Site.
April 30, 2002... CASE STUDY CHALLENGE: Nathan Rudyk groans about what his current Company was named when he came on board in January 2001, "It was Internetivity. Nobody could spell or pronounce it." As the new VP Marketing, his first order of business...