Action Steps
The best contacts and resources to help you get it done

Build a website using business to business ecommerce basics

Building a website is one of the first things you will consider when thinking about B2B ecommerce. However, you will find ecommerce and getting your business online a complex matter. The first thing you really may want to do is get a feel for the land. So, learn about application service providers (ASPs), for the big picture.

I recommend: PortableApps.com offers free website software tools you can use to start building a website. HowStuffWorks explains how an ASP works in. ASPs have come of age in ecommerce. Learn about ASPs and you will be that much closer to your B2B success on the Internet.

Find tools that will help your ecommerce business solution run more smoothly

You will want to try to wrap your mind around the basics of business-to-business ecommerce software and applications. A helpful macro tool is noted below that will cut down typing errors in your web content. Learn about search engines, as well. Find out how they will be important in your business ecommerce solution.

I recommend: Pitrinec Software offers a program called Perfect Keyboard that is a macro tool. No longer will you or your employees need to type everything from scratch. With macros, you can type faster and error-free. Learn about spiders, crawlers and search engines at Buzzle and how they make a difference in the ranking of your business website. One of the most popular search engines is Google. Learn what you can do to make your website rank higher on this search engine.

Use business-to-business ecommerce software, shopping carts and automated online storefronts

Learn about an intranet portal that will connect you and employees wherever your business travels take you. Also, learn about online shopping carts and all they can do for you. With a few talented people in your office this may be all you need to get your business off the ground, or you may want to consider a full online store right up front.

I recommend: HyperOffice offers a web-based intranet portal that connects business partners and employees around the world via Mac, mobile device or any PC. You don’t need special servers or download. You simply log in. There’s a free trial at the site also. Shopping carts offer tools and support you need for business success. 1ShoppingCart offers opt-in boxes for capturing email addresses for future business, custom forms, pop-up wizards, questionnaires, surveys and other automation tools. AspDotNetStorefront is a full-scale total solution that provides an automated storefront with shopping carts, keyword analytics, toolbars, storage, shipping, financial management tools, search engine optimization, website tools and support.

Helpful advice for making the most of this Guide

• •  Think big and decide what you need and want for your B2B ecommerce solutions. Do your research and then reach for the stars. Today you can start designing your own website with user-friendly tools or you can automate the whole process with ASPs.

Guide to Business-to-Business (B2B) Marketing

Reaching decision-makers requires a variety of integrated methods

By Lou Bortone

1. Educating and building relationships with your prospects and customers
2. Supporting your brand/building your image
3. Generating sales leads

Action Steps
The best contacts and resources to help you get it done

Internet marketing

Online marketing is exploding. There's a vast array of approaches, including e-mail and e-newsletters, Web-based advertising, Webcasts/Webinars, podcasts, blogs and, of course, your own Web site. E-mail marketing companies offer templates and tools to get you started, as well as the ability to track open rates, click-throughs and other stats.

I recommend: GoDaddy.com offers a feature called WebSite Tonight, where you can create your own Web site in a matter of hours. Constant Contact provides do-it-yourself e-mail marketing solutions like e-newsletters and postcards. Blogger is a free blog builder that can have you up and blogging in minutes. Download free FeedForAll software to produce your own podcasts. Podcasting Tools features everything you need to know about Podcasting. For more information, B2B Marketing Trends tells you what's working in B2B internet marketing; while MarketingSherpa offers dozens of case studies, ideas and marketing tips.

Search engine marketing

Search engine marketing (SEM) is a set of methods designed to increase the visibility of your Web site in search engine results pages, such as Google. Search engine optimization (SEO) is the process of improving search rankings, while search engine advertising is paying the search engine company for high rankings – also known as pay-per-click (PPC) advertising.

I recommend: The SEO Guide features free SEO tools and resources to maximize your search rankings. Keyword Tracker is a free keyword ranking tool you can use to track data historically to view keyword placement trends. The SEO Directory is just that, a directory of search engine optimization companies. PayPerClickSearchEngines.com reviews over 500 PPC search engines, such as Yahoo Search Marketing. Search Engine Watch is a Web site that provides tips, newsletters and blogs pertaining to SEM. Google AdWords is the enormously popular pay-per-click advertising program.

Custom publishing/direct marketing

Direct mail is still one of the most used and effective B2B mediums. Direct marketing includes business letters, newsletters, invitations, postcards, brochures, flyers, etc.

I recommend: BtoBOnline is a Web site and magazine with extensive resources and direct marketing tools, including an online directory of business-to-business marketing resources and vendors. Vertical Response is a 'self-service' direct marketing company, where you can design, produce and send direct mail right online. To find and work with direct marketing specialists, start with the Direct Marketing Association's online 'Yellow Pages' directory.

Event marketing/trade shows

Special events, seminars and trade shows provide excellent opportunities for B2B marketing and lead generation. Given the potential expense of exhibiting at trade shows or executing events, your objectives should be carefully evaluated. 'Tele-seminars' or 'Webinars' can be more efficient tools for reaching your prospects.

I recommend: WebEx and RainDance are among the companies that provide online meetings, Web conferencing or video conferencing. Great Teleseminars provides teleconferencing services, while Audio Acrobat helps you create audio and video for your Web site, podcast or teleconference. TSSN.com bills itself as the ultimate trade show resource. Tradeshow Week is the industry bible.

Print and sales collateral

Advertising in print is a more traditional B2B marketing method, and is still effective despite being overshadowed – at least in media buzz -- by online marketing. Sales collateral includes other sales and marketing materials such as postcards, brochures, catalogs, one-sheets or press kits.

I recommend: Modern Postcard and Vista Print let you plan and design postcards or brochures, step-by-step, all online. You can use your own images or their templates. Trhub.net is a business portal specializing in resources and services for printing, design and packaging. For design help with your print materials, Freelance Designers is an international, online directory of graphic designers and creative professionals.Find magazine advertising possibilities targeted to your industry with the Yahoo! trade publication directory.

Helpful advice for making the most of this Guide

• •  When sending e-mail, keep your subject line brief. Avoid the word 'free' as it may trigger spam filters.
• •  Include a 'forward to a friend' button on your e-mails and e-mail newsletters.
• •  Keep your file size and attachments under 4 megabytes (MB) and make sure your pages load quickly.
• •  Give your e-mail recipients the opportunity to opt-out of future e-mailings.
• •  Set up an auto-responder in your e-mail, so anyone who inquires gets an immediate response from you. (Most e-mail software programs include this feature)

Action Steps
The best contacts and resources to help you get it done

Review business to business ecommerce software sites and associations to get a lay of the land

If you determine your business would benefit from B2B ecommerce, look up training offered by associations and vendors, who can walk you through the specifics of the B2B ecommerce software you'll be using to link into the world of ecommerce.

I recommend: EIDX, an association and industry clearinghouse and division of CompTIA that focuses on the electronics industry, hosts a web-based education center for ecommerce, concentrating on integrating business applications and supply chain links. Visit WebJeb for instruction on website and design ideas.

Take business to business ecommerce solution training to a higher-ed level through colleges

If you decide business to business ecommerce is the right direction to take your company, and you want to tackle its execution in-house, get a thorough education on B2B ecommerce via distance learning through colleges and universities with departments devoted to e-commerce.

I recommend: The DePaul University Electronic Commerce course covers fundamentals, business strategy and interface design. The University of Phoenix offers a BS in Business with an emphasis on ecommerce that you can complete online in two years.

Become a certified expert in B2B ecommerce solutions

Once you're grounded in the terrain and have explored your options, perhaps you'll decide to take the plunge into handling your company's business to business ecommerce software solution full time. Enhance your professional development by taking accredited courses, or obtaining full certification in ecommerce.

I recommend: Start with E-Learning Center’s online training courses for ecommerce fundamentals. Then, move toward the Certified E-Commerce Consultant (CEC) Certification coursework provided by the Institute of Certified E-Commerce Consultants (ICECC).

Helpful advice for making the most of this Guide

• •  As you educate yourself on business to business electronic commerce, decide how much you want to tackle in-house and how much to outsource. First, remember transparency: does your B2B e-commerce application look like your company's site, or can your customers and suppliers tell they're being shunted to a third party? Also, does the business ecommerce solution strategy fit with your company's business model: are you a mass marketer, or do you link closely to a relatively small group of customers and suppliers? Make the B2B ecommerce application fit your business structure.