The document discusses the differences between push and pull marketing strategies in an interactive B2B context. It argues that pull strategies, which respond to already interested customers, are better suited for the web as users want control and can't be forced to engage. It provides examples of pull tactics like search engines, directories, and content tailored to different customer stages in the buying process. Metrics like leads, site traffic, and online sales are suggested to measure the success of pull strategies.

1. PUSH vs. PULL Interactive B2B Marketing Brian Joosse Director, Interactive Initiatives ARENDS Chicago

2. Go Cubs!

3. Rules Please check your email, surf the web, post to your blog, etc. If the hurricane hits, follow all safe evacuation procedures Please see if you can kill the frog If necessary, feel free to nap

4. PUSH and PULL Definitions (for Interactive) slightly different from traditional marketing terminology in the Interactive space

5. Interactive Push Tactics that get attention Intrude upon the customer

6. Interactive Push Examples Banner ads (rich media or otherwise) E-mail marketing Pop-ups Mobile text alerts

7. Interactive Pull Tactics that respond to a customer who is already interested; is that like a MAGNET?

8. Facts of Web Life Nobody is going to come to your site (or at least have a meaningful interaction with it) unless THEY WANT TO Corollary: you can’t force anybody to STAY on your site User has ALL the control

9. Wrong Metaphor

10. Also Wrong Metaphor

11. a web site is more like…

12. A Web Site… Defines itself by its structure and use Has a particular type of user in mind Has a bullseye, but has other scoring too WANTS to be hit Success can be tracked

13. VERY PASSIVE Difficult for many clients to accept the essential passivity of the web site Used to being the hunters, not the target

14. PUSH Vocabulary Examples Target the audience Grab user’s attention Capture viewers doesn’t really work for the web

15. Can’t Do This

16. This is more likely to work serve it to the right users and they will eat it

17. Interactive Pull Web sites, applications, functionality Online media Video clips: YouTube Podcasts: iTunes MP3’s: Napster Social networking: MySpace, Facebook Community: blogs, forums, BBS

18. MORE Interactive Pull CD-ROM DVD Dancing baby Online games

19. Classic B2B is PUSH-y All about the channels Outside sales force/reps Trade shows Ads in trade magazines Catalogs, brochures, direct mail

20. Interactive B2B: PULL Evolving paradigm Web-based Responding to customers that are already interested whether they know it or not

21. A Different Way of Thinking Can’t hunt down potential customers Instead, be ready when those customers decide to come to your site Help them score a bullseye!

22. PULL is Very User-Centric Define your customers Speak to them Address their pain points Solve their problems Answer their questions

23. Usability Guru “ Clear content, simple navigation, and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.” -- Jakob Nielsen, on business sites

26. PULL Benefits from facilitating technology that directs users to your site Search Engines Directories Portals Referral mechanisms

27. PULL Won’t generate high raw numbers Will produce qualified leads Will generate higher success rates

28. On the Web, WE CAN MEASURE SUCCESS!

29. Typical Success Metrics Leads generated Site traffic Online sales Whatever helps achieve business goals

30. PULL Tactics Can Still Actively Help B2B Sales here’s an example

31. Let us Consider the Sales Cycle

32. …or Funnel

33. BUY Cycle

34. How Does Your Client’s Sales Force Sell? Engage differently with prospective customers depending on their stage in the buying cycle Brand new prospect is not given the same kind of information or attention as a decision-maker who is working up his final cut list

35. Same Thing on Web Site Web can support this process with content specifically targeted at these customer groups and their stage-specific concerns For example, don’t talk specifications when they don’t understand their problem Best when customer target audience can be segmented as finely as possible For example, not only by industry but by role within the company, geography, sub-specialty, etc.

36. Customer Stages Along the B2B Buy Cycle Unaware Don’t know if they have a need Researching Know they have a need, conducting research into the need and solutions Determining Research is finished, determining solutions/providers Deciding Has a short list of providers, making final decision Awaiting Purchase made, awaiting installation/start Using Post-purchase, in active use

37. User-Centered Web Content Start Page geared toward a single defined user, i.e. Machine Shop Owner Secondary pages with content oriented toward that user in the different stages of the buying cycle, e.g. Researching or Deciding Content answers likely questions or addresses known problems that the user may be considering

38. User-Centered Web Content Start Page: Job Shop Owner UNAWARE Learn About The Problem RESEARCHING Learn About Solutions DETERMINING Why We Are the Right Solution DECIDING Value, Price, Peer Acceptance AWAITING/ USING Support Related items

39. Stage 1: Unaware Educate owners to the need for equipment purchase and how it affects them Increase productivity and revenue by retrofit Consequences of old and outdated machine control New technology can expand markets

40. Stage 2: Researching Content focused on the client solution Comparison chart of leading providers Value-additions associated with Siemens PDFs of brochures, sell sheets, and white papers (easy to print out and share with influencers)

41. Stage 3: Determining Help owners make the decision to consider client Dealer locations or contact process Sales, coupons, incentives How to determine pricing

42. Stage 4: Deciding Why client is the right solution Testimonials, awards, etc. After-purchase care: training, customer support, maintenance, parts, etc. ROI calculations

43. Stage 5/6: Awaiting, Using After purchase (did they make the right decision?) Support (instructions, manuals, FAQ) Up-sell to advanced models, or accessories, or related products Feedback mechanism Extranet or user community

44. IMPORTANT: Need Call to Action NEW PROSPECT: Capture contact info PROSPECT: Keep relationship going -- sign up for newsletter or other rich content ACTIVE LEAD: Request a call CLOSING: Request a quote

45. Tracking Our Success – Possible Metrics Traffic to and from the different pages Success metric (i.e. completed call to action items) Search engine rankings and traffic for key phrases

46. How Do They Find Us? Search engine marketing Organic (or “free” listings) Pay-Per-Click campaign Structure Key Phrase plan around the user definition and differentiated stages of the buy cycle

47. How Do They Find Us? Banner ads Direct mail Email marketing …PUSH tactics can be worthwhile!

48. In conclusion Think about your users Be ready when they come Follow the way of the willow

49. One Other Example of PULL Thanks!

50. Radio Advertising Prince Golden Egg Noodles From Stan Freberg