Mark

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E-Commerce in a BB World
2007 BtoB NetMarketing
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• Fortune 500 provider of technology products and
  services to business, government and education
• Eighth largest E-commerce site
• 2006 sales of almost 2BN
• 150,000 SKUs

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• 12 years in interactive marketing
• Sites
• Advertising
• SEM
• BC and BB
• Automotive
• Technology
• Telecom
• Pharmaceuticals
• Financial Services

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not exactly
So, cant I just do what Amazon does?
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1. We call it BB marketing
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BB Customers Need
Speed Guidance Access
Usability / Navigation Smart Merchandising Engag
ing Content
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2. BB customers do not look like this
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Know Their Business
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Know Their Goals and Concerns
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Know Their Role
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Remember to
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KnowWHAT HOW You Sell
3. Spend Time with Sales
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To Sell or Not to Sell
Standard Configurable Custom
Transact Online Examine Carefully Do Not
Transact
If you cant sell COLLECT LEADS!
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Know How to Aid and Abet
Long Lead Time Relationship Driven Complex
Services
Maintain Dialogue Uncover Preferences Identify
Underlying Need
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So Remember
3. Know WHAT and HOW to sell online
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