B2Bmarketing Biz articles from July 2002

B2Bmarketing Biz archives from July 2002

Sales Lead Generation Email Test -- Do Short Registration Forms Really Work Better Than Long Forms?
July 10, 2002... CASE STUDY CHALLENGE: Like most B2B marketers, Raechelle Drivon NetLine's Marketing VP constantly hustles trying to generate a steady flow of juicy sales leads for her reps. This spring she lucked out. Due to a barter deal with...

How to Get Sales Prospects to Return to Your Site Again and Again and Again -- Try a Treasure Hunt.
July 17, 2002... CASE STUDY CHALLENGE: "These are really old school people you are talking about," Matt Graves, Internet Marketing Director at paperloop.com, describes his target market, "If you ever go to a paper and pulp show, there is a lot of back...

How Grainger Gets 12% of Its $4.8 Billion Sales Online.
July 24, 2002... CASE STUDY CHALLENGE: If you think your marketing career has been stressful, just imagine being Mark Wollney who through twists of fate found himself laid off by various Grainger dot-com ventures not once but twice in a row. Grainger...

Viral Marketing Danger: Online Survey to Gather Sales Leads Gets Out of Control.
July 30, 2002... CASE STUDY CHALLENGE: Stephen Axel, VP Global Marketing Aladdin Knowledge Systems, is a cautious man. This spring when trade magazine Dr Dobbs Journal offered him the use of a 36,000 postal mailing list at no cost as a benefit of being...