FOCUS - I-MARKETING: B2B websites should adopt B2C approach to maximise returns

<p>B2B marketers can maximise their success by making their websites </p><p>more consumer-focused and less B2B-like, said Ms Alice Manners, media </p><p>director of Organic Singapore. </p><p><BR><BR> </p><p>Speaking at the i-Marketing Seminar 2000 in Singapore, Ms Manners warned </p><p>that B2B marketers often find that they can get suppliers - but fail to </p><p>attract buyers - because of the misconception that B2B is not B2C. </p><p><BR><BR> </p><p>"All B2B sites look alike," she said. </p><p><BR><BR> </p><p>"The success of B2B marketing depends on its ability to build strong </p><p>relationships with customers, suppliers, partners and employees." </p><p><BR><BR> </p><p>Therefore, a website has to be accessible to all these parties. </p><p><BR><BR> </p><p>"People often forget that the person looking at the site is an </p><p>individual. </p><p><BR><BR> </p><p>At the end of the day B2B is about people." </p><p><BR><BR> </p><p>To make your site stand out, she offered this advice, "Forget about </p><p>teasers, and provide detailed information. Know the audience and let </p><p>them know what you have to offer. You don't have to follow the </p><p>business-letter look or be boring. Remember, you only have five seconds </p><p>to capture their attention." </p><p><BR><BR> </p><p>She said users could provide data in exchange for information. If done </p><p>correctly, "email is a cost-effective way to reach these people, and </p><p>easy to get off ground". </p><p><BR><BR> </p><p>The click-through rate for email, she said, is between 10 and 20 per </p><p>cent, compared to less than one per cent for banners, making it a very </p><p>targeted way of reaching consumers. </p><p><BR><BR> </p><p>To deal with message overload, Ms Manners suggested personalising emails </p><p>by "knowing who the recipients are, what their personal interests are </p><p>and when their needs change, and adding a 'wow' factor." </p><p><BR><BR> </p>