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10 Benefits of B-to-B Email Marketing

If there is any single tool that we should be enthusiastically embracing as marketers, it is business to business email marketing.

There is simply no way to match the value that business to business email marketing provides for communicating with prospects and customers.

The amazing thing is most of us are not actively engaged in any form of email marketing yet. At best, we send an occasional email blast to our customer base to introduce a new product or announce an event.

Many of us have NEVER sent a single promotional email to a list of prospects or customers. So if you are among the few who have, reach right back and give yourself a hearty slap on the back.

I have my theories about why most of us do not use business to business email marketing to its greatest advantage, which I will not go into here, but I suspect it is heavily related to the following barriers:

1) We must frequently rely on IT and/or our Web team to provide the enabling infrastructure and we are low on their priority list.

2) We do not have direct access to the mailing and tracking tools and have to rely on outside resources to put our strategies into play.

3) We do not know exactly how to implement an effective business to business email marketing strategy.

4) We fear being branded as a spammer at the slightest indiscretion.

Regardless of why business to business email marketing is not more widely accepted, the fact remains that it is a marketing tool that we must have in our toolbox.

Those marketers who jump on the bandwagon now will have a decided advantage versus the competition when they deploy their 'secret weapon'.

Benefits of Business to Business Email Marketing

1) Low cost

Compared to any other form of direct marketing, business to business email marketing is fantastically cheap. When you cultivate and mail to your own opt-in email list, the cost per message is so low, you can almost call it free.

You do need to invest in some kind of infrastructure, but if you are smart and careful, you can keep your costs below $1,000 a year.

If you only send 10 messages to a list of 2,000 subscribers, your cost is just $.05 per message. You can see how a serious business to business email marketing program could cost just a fraction of a penny per message.

2) Metrics Galore

With business to business email marketing, almost every step in the buying process can be measured and tracked on an ongoing basis. You can easily track the total clicks on every link in each message, the conversion of clicks to sales or clicks to leads, and with some programs you can measure opens (how many people opened your message) and forwards (how many people forwarded your message) You can take what you learn from one campaign and apply it to future campaigns with a high degree of precision.

3) Permission based

Unless you are spamming (sending unsolicited emails), all effective business to business email marketing is conducted to an opt-in list. This means that every subscriber requested to be on your list, they want to receive emails from you. Because of this, business to business email marketing is one of the purest forms of permission-based direct marketing. Very few direct mail or telemarketing campaigns can claim the same.

4) Easy to implement

If you aren't implementing business to business email marketing in your business right now, it may seem a daunting technical challenge to build the infrastructure and tools required to pull it off. But rest assured that adding business to business email marketing to your mix is not as difficult as it sounds.

There are many great tools available on a subscription basis that allow you to outsource the complete infrastructure required for effective business to business email marketing. You will find two great tools listed at the bottom of this article.

5)A gile Marketing Tool

All marketers and business owners are painfully aware of the fact that the speed of doing business continues to steadily increase. This relentless acceleration drives the need to be supremely responsive to new trends and opportunities in your market.

There is no more responsive tool available to marketers than business to business email marketing. You can literally deploy the tactical elements of a campaign moments after the strategic and messaging elements have been developed. In other words, you can decide on a new strategic direction in the morning, develop your message and offer in the afternoon, and have a message waiting in your prospect's inbox the next morning.

That is rapid communication!

6) Highly Targeted

business to business email marketing is the only medium I can think of where you can not only easily segment your list based on demographic attributes, but also where you can segment your list based on the behavior of your prospect. With some of the simplest systems available, you can begin to develop a profile of your prospects based on the kinds of offers they respond to. With the more complex systems, you can track and store ALL of the actions individual prospects take as a result of your email efforts.

7) Can be Personalized

It is very easy to merge database fields in to email messages to add personalization. Simply adding your subscriber's first name to the subject link has been shown to increase readership dramatically.

The real power of personalization in email marketing comes when you can personalize an offer based on information you have added to your subscriber profiles based on their past behavior. Sending someone a personalized message like the following is a great way to leverage email marketing as a sales tool.

'Ted, I know you bought product x from us last month and I just wanted to check in to make sure it is working as well for you has it does for our other customers. I also wanted to let you know that we have replacement filters for product x available at a 30% discount for the remainder of this month. While you probably don't need filters yet, in a month or two you will. Why not buy now to take advantage the special price and make sure filters are on hand when you need them?'

8) Relationship Builder

Through frequency, personalization, and targeting, your marketing communications can be transformed from a traditional broadcast approach into a system that helps you build relationships with your subscribers.

Studies have shown that qualified prospects require 3-7 contacts from a company before they will respond with a purchase. The main driver of this need on the part of the prospect that they want to feel a level of trust in their relationship with the company.

business to business email marketing allows you to develop a personal presence with your subscribers and the low cost per contact makes it easy to contact subscribers frequently (within reason).

9) High Response Rates

There are many variables that contribute to response rates, but most direct marketing experts agree that email generally pulls a higher response than other direct marketing choices.

One of key reasons is that if you read a compelling offer in an email you can respond immediately by following a hyperlink to an order page or to get more information.

Responding to a direct mail piece requires one to pick up the phone and dial a number, a much more active response requirement.

10) Develops a Maturing Asset

The larger and more mature your list is, the more valuable it becomes. Your client database continues to be enriched with additional information about your subscribers and subscribers continue to develop a deeper and deeper relationship with the company.

Over a period of years, your opt-in database is likely to become your most valued marketing asset.

Ok, so there are a lot of compelling benefits...but what does one do to overcome the barriers I outlined at the beginning of this article?

The most important thing to do is to start doing something now, even the smallest steps will lead to big successes in the long run, just put some element of an business to business email marketing strategy into play within the next few weeks.

I've also listed some tips for overcoming the barriers below.

We must frequently rely on IT and/or our Web team to provide the enabling infrastructure and we are low on their priority list.

This one is easy. The best and fastest solution is to outsource. You can task a marketing communications agency with helping you set up a program, or you can subscribe to one of the hosted email solutions and do it yourself. I list some places to start investigating self-service solutions under point the next point.

We do not have direct access to our mailing and tracking tools and have to rely on outside resources to put our strategies into play.

This is why I prefer a do-it-yourself solution, at least in the beginning. Being able to touch and modify your campaigns directly is not only a great way to learn, it will save you a ton of money and help you ensure that your business to business email marketing strategy is truly a low-cost solution.

Here are a two popular tools you can look into...

1AutomationWiz:

This is the tool I use to publish this ezine and to automate all of the email follow-up on my site. I chose it because it provides the subscriber acquisition and database management tools I need, allows me to send text or HTML emails, doesn't restrict the number of emails I can send in any given month, and (most importantly) provides unlimited sequential autoresponders. The autoresponder feature is a must-have if you want to truly automate your program.

To learn more about 1AutomationWiz visit http://www.1AutomationWiz.com

Mailer Mailer

This is an excellent tool as well. Mailer Mailer provides a lot more HTML support than 1AutomationWiz (including complete, fill-in-the- blank templates). If your goal is to create good looking HTML messages, Mailer Mailer makes it really easy.

Another thing that this tool has that 1AutomationWiz does not is the ability to track opens (how many times your message was read). What it is lacking is unlimited sequential autoresponders.

To learn more about Mailer Mailer click visit http://www.mailermailer.com

We do not know exactly how to implement an effective business to business email marketing strategy.

There are a lot of resources on the Web to help get you started, but this is definitely an area of need. As I look around, I find that there aren't any great, step-by-step guides for setting up an business to business email marketing strategy within a business. In fact, I see such a need that I've started writing a book about it. I'll keep you posted about the progress, but if you have immediate questions, please email me and I'll try to include answers in the Subscriber Q&A in the next issue.

We fear being branded as a spammer at the slightest indiscretion.

Spam is an epidemic, but this concern is overblown when it comes to emailing your customers. If you send an unsolicited email to a customer with legitimate information that they are likely to want, you will not be accused of spamming. Be reasonable, provide an easy way to opt-out, and check your ethics, and you won't have a problem. The best rule of thumb is to give first...then ask. Provide excellent, useful information, and then make an offer.

Of course, if you are mailing (as you should be) to people who have opted-in to your mailing list (thorough a Web form or some other means) then you are in safe water.

Good luck in building your business to business email marketing program!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Doug Hudiburg is the founder and key contributor to Business-Marketing-Advisor.com a central source for marketing insight and resources for businesses of all sizes.

http://www.business-marketing-advisor.com

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Doug Hudiburg is the founder and key contributor to Business-Marketing-Advisor.com a central source for marketing insight and resources for businesses of all sizes.

DESIGNING THE RIGHT PRODUCT FOR YOUR MARKETPLACEJeff Williams

>From the end of World War II until the late 1970's most Americans spent the majority of their money on basic goods and services with little left for luxury type items. Giant factories turned out millions of products whose style, color and size were often determined by what made the machines work most efficiently. There wasn't much concern about what the customer really wanted.

Japanese auto producers forced reverberating changes in the way consumers went about considering their purchases. Suddenly in the mid-1970's a flood of cars hit America with features never before available at popular prices. Toyota and Honda revolutionized the concept of "user friendly" products - incorporating a high standard of quality with easy to use features,
all at affordable prices.

> Today's Customer Is Smart...And Demanding

Suddenly, consumers realized that someone did take their interests into consideration when designing products. In fact, a critical element in Japanese auto production since the late 1960's has been extensive consumer research and surveying, particularly in the area of durability and reliability needs.

The customer of the 21st Century has learned from buying user friendly products such as Sony televisions, Panasonic stereos, Apple computers and Honda autos that they can be demanding and that manufacturers will respond. This has produced a new brand of customer that is educated, very aware of prices and very demanding.

She wants quality, variety, durability, excellent service and a very good price all at the same time. She has a mind of her own and will talk about her interests and needs if you ask.

The process of asking customers what they want before you design your product or service is called being "market driven" because you are guided in your product development decisions by the customer's wishes.

Today the most successful new businesses are those that ask enough questions and listen carefully to the answers.

> Understand Basic People Needs

It is sometimes frustrating trying to get honest information out of people, because they can't always express why they buy the way they do. You can bet safely, however, that their need is one of several basic motivations of all people, such as:

Convenience
Comfort
Friendship
Security
Status
Health and Well-Being
Savings
Love
Style
Profit

When you are trying to figure out your desired customer, put yourself in their shoes and think about what needs would motivate you to buy your product or service. There are usually two or three primary needs your product or service can satisfy and several lesser needs. When starting your product/service design, it is critical that you use your market research to focus on the primary needs and wants of your prospective customers.

> The Product Description Worksheet

As we discussed earlier, the successful new business owner first surveys potential customers to identify their wants, needs and dissatisfactions. Questions about bow often they buy, how far they would travel to buy, how much they might spend for your type of product or service are also asked.

You then separate the facts gained into groups, such as: pricing, packaging, location, assortment, etc. to organize the information in preparation for beginning a custom design of your product or service. You will make assumptions about the potential customers behavior and come to some conclusions about how you can present yourself as someone who will respond to their needs and wants.

To help you put together your product design strategy, you can use the fill-in worksheet below.

* Instructions:

1. Learn in detail 5-6 wants/needs of your target customer.
2. Add information from library research, trade associations, etc. about customer demographics, location, buying behavior, etc..
3. Take the profile you are creating and decide what specific product/service features this leads to. Express each feature as a user benefit - you must satisfy the age-old demand of potential buyers: "What's In It For Me?"

Product/Service Description Worksheet

Customer Want/Need Product Feature User Benefit
1.
2.
3.
4.
5.

Jeff Williams worked for big business for years, until he decided to take his career in his own hands by establishing his practice as a small business trainer and coach. For those seriously considering self-employment, he is pleased to offer his free, monthly telegroup: "Are You Ready To Leave Your Job?". Register at: http://www.bizstarters.com/ready2leave.cfm
Jeff may be reached at 847-593-5305 or by e-mail at: jeff@bizstarters.com

Short Review on marketing consulting
Futon Cover in Woodhouse Olive - Full Size LUXE Wovens Floral with 2 FREE 18" Pillows - 33-2804-502


We offer a fine selection of woven fabrics to satisfy your classic, traditional or contemporary preference. With the addition of our select woven covers, we can offer depth, details, texture, luxury, trends and creative coordination through our extensive line of futon covers and accessories.33-2804-502 Features:3-Sided zipper for easy installment and removalDurable and long-lasting materialMade in the U.S.AFinish:Woodhouse OliveDimensions:75"(L) x 54"(W) x 7"(H)


Price: 139.00



Sofa / Console Table DMI - Executive Office Furniture / Home Office Furniture - 7376-82


Finish:
Merlot Cherry

Dimensions:
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Blow-Molded Adjustable Height Folding Table 24" x 48" - Correll Office Furniture - RA2448-C


For light weight, easy handling, commercial use where top will be exposed to Foods, Crayons, Markers, Paints, Chemicals, and other Stains. Decorate your classroom, dorm room, or brighten up the dining or work area. RA2448-C Features: Adjusts from 22" to 32" in 1" increments Surface is lightly textured, yet smooth enough for writing Light weight, waterproof, and virtually indestructible one-piece Blow-Molded Plastic Top, resists damage even from gasoline, paint remover, battery acid, and drain cleaner Paint and Permanent Marker can be removed without damage Colors go all the way through, will not wear or scratch off Strong Steel "Ladder" Frame 1", 18ga. Steel pedestal legs Mar-proof plastic foot caps and automatic lock-open mechanism Finish:See options Dimensions:24" x 48"


Price: 179.00



Bar Stool - Oak View Swivel Bar Stool with Back in Cherry - 4390-830


Traditional mission style stool in versatile Cherry finish. A natural fit into your home.

Finish:
Cherry

Dimensions:
19"(W) x 20"(D) x 47"(H); Seat Height: 31.5"


Price: 232.99



Value Priced Office Chair in Beige - B-245


B245 Features: Upholstered in durable beige vinyl for easy maintenance and cleaning Attractive chrome finish on the base and gas lift Adjustable seat height with a 6" vertical height range Ergonomically designed emulates the natural shape of the spine to increase comfort and productivity Extra large cushion seat and back Pneumatic seat height adjustment Weight capacity: 250 lbs. Finish:
Beige vinyl

Dimensions:
Height: 21" - 27"
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Seat Size: 17" dia.


Price: 89.00



marketing consulting Items For Viewing
Yu-Gi-Oh! Elemental Hero Plasma Vice Holiday 2007 Collectible Tin

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Increase your Yu-Gi-Oh! power! This 2007 Holiday Collectible Tin includes five booster packs: Strike of Neos, Elemental Energy, Force of the Breaker, Cyberdark Impact and Power of the Duelist. Also includes a "Elemental Hero Plasma Vice" Rare Variant Card. Everything comes in a beautifully designed collectible yellow tin. Tin measures 2.87"H x 5.12"W x 6.12"D.

Logitech MX Revolution Cordless Laser Mouse

Logitech MX Revolution Cordless Laser Mouse
The Logitech MX Revolution scrolls through long documents at lightning quick speeds with the nearly frictionless alloy scroll wheel. Shift to precise click-to-click scrolling to navigate lists, slides and image collections. A high-resolution sensor inside this mouse makes it the most sensitive, highest performance mouse on the market. The precision laser tracking works on almost any surface. The Logitech MX Revolution uses advanced technology to detect your current application and automatically apply the scrolling mode that best fits the task at hand. Two conveniently located side buttons let you easily move forward and back through pages on the Internet. The mouse also moves seamlessly between documents. It's never been easier to cut and paste between applications, compare documents or check email. Highlight a word or phrase and click the Search button to display results from a search engine immediately. Have full-speed USB wireless technology with a simple plug and play interface. System requirements - Windows 95, 98, 2000, Me, NT 4.0, XP, Mac OS 8.6 or later, available USB port, CD-ROM drive (for MouseWare software installation) Package Includes - Logitech MX Revolution Cordless Laser Mouse / Recharging station / AC power cord / USB micro-receiver Logitech SetPoint software CD / User's guide / Manufacturer's 3-year limited warranty

Customer Review: Nice design, does not work well.

Nicely designed with useful features. Unfortunately, it does not work well. As other reviewers have said, it seems to only work well if you are really close to the transmitter. Most of the time the pointer moves erratically or not at all. Will return ASAP, very disappointed, especially considering the price.

Customer Review: very good mouse worth the money

i have had this mouse for almost two weeks now it has been a very good mouse. i do not get why all these other people are having problems. people have complained about the battery not lasting very long. the other one i have heard is that the mouse does not always connect. both of these were false on mine. i have only charged my mouse once and when i was done the program said i have 15 days of battery. right now it is only at 13 days left. and i have my usb plug in the back of the computer. it is just a little smaller than a flash drive. i can control the mouse all the way outside of my bedroom without having any issues. so i dont know why everyone else had problems. i am running vista and it does work with it very well. its a way good mouse and it is very high quality. it has a really nice grip feel to it. there are lots of buttons that you can set to do what ever you want with the program. i have had another logitech mouse that is probably 7 years old and it still works. the reason i had to buy a new one is because my new computer i have did not have the old mouse plugs in the back everything was usb. anyway i would really suggest buying this mouse and it is well worth the price

Hoop Dreams - Criterion Collection

Hoop Dreams - Criterion Collection
This completely absorbing three-hour documentary follows the lives of two inner-city African American teenage basketball prodigies as they move through high school with long-shot dreams of the NBA, superstardom, and an escape from the ghetto. Taking cues from such works as Michael Apted's 35 Up, director Steve James and associates shot more than 250 hours of footage, spanning more than six years, and their completed work actually moves like an edge-of-the-seat drama, so brimming with tension, plot twists, successes, and tragedies that its length--170 minutes--is never an issue. Yet, what makes the film more impressive is how James moves his scope beyond a competitive sports drama (although the movie has plenty of terrific, nail-biting basketball footage) and addresses complex social issues, creating a scathing social commentary about class privilege and racial division. The film opens by introducing William Gates and Arthur Agee, two Chicago hopefuls, as they are being courted and recruited by various high schools to play ball, and continues until the pair are college freshmen. James allows the audience the experience of not only watching their journeys and daily routines (it's a sobering portrait of inner-city life), but also witnessing their maturation. Each takes a separate path along the way, stumbling over several obstacles (William suffers injuries, Arthur fails to meet his coach's high expectations); but James takes particular care to stress the importance and strong commitment of each character's family along the way, giving the film a essential center. The parents and siblings emerge with as much depth and complexity as the two main "characters," and turn Hoop Dreams into an unforgettable film experience. --Dave McCoy

Customer Review: Great product. Great delivery time

This was a great product. The timing of the delivery was great as well. A +

Customer Review: The Best Documentary of All-Time

Hoop Dreams is probably the most engrossing documentary ever made. It covers two young kids with unrealistic dreams that they will be the next Michael Jordan, or Isiah Thomas, their idols. Both can play, and play very well at that. However, being from poor families and growing up in a dangerous neighborhood, their only chances of realizing their dream is to play high school basketball out of the area. This documentary shows their lives at home, their lives at school and most of all their lives on the court. The trials and tribulations they go through to just play basketball at a place that warrants their skills is amazing. This is a must see film, I don't think it would be possible not to be intrigued by it. This product is the best documentary of any generation.

USA Map Cookie Cutter

USA Map Cookie Cutter
4" USA Map cookie cutter constructed of tinplate steel. Hand wash and towel dry.

PMI Pure Energy Fixed N2 Tank - 68ci 3000psi Low Pressure

PMI Pure Energy Fixed N2 Tank - 68ci 3000psi Low Pressure
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