How does bulk purchasing play out online?

If you work in a business that sells in bulk, how do customers responsible for purchases go about finding you and ordering online? What is the best way to reach them with your bulk offerings?

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This Week's Dilemma

Advertising large helpings on the Internet

We've been in business since the 1980s and we sell products to businesses. Recently, we have decided to expand our presence on the Internet to enable customers to order online through a shopping cart and increase our sales. Our current Web site has basic company information, so we haven't done much with it in terms of search engine positioning.

However, I'm reluctant about focusing on search engine placement because those who work in purchasing departments won't use search engines for finding products because our order volume is high, and they're not going to pick a random business just for appearing at the top of the search results. Furthermore, these folks have to answer to many people while making these bulk purchases. Maybe I'm off base here, and people do search the Web and place orders. How do you reach businesses ordering bulk merchandize online?

—John, product manager

Previous Dilemma

Adding webinars to the marketing pool

I am attempting to use webinars as a marketing tool in my computer networking company. I have more questions than answers about using this technique for marketing. In your experience, how beneficial are webinars in increasing sales? How much time and effort do you put into the presentations? What are the advantages and disadvantages of webinars? How do you determine whether or not a webinar makes a good addition to the marketing pool?

—Jamie, marketing manager

Summary of Advice Received

Jamie, based on your colleague's replies, webinars do work—when done right. Brian Carroll, CEO of InTouch, says webinars take place early in the lead-generation process. Armed with this information, work to create a webinar to move the lead to the next phase: "Consider where webinars/webcasts fit in the lead generation continuum. To help you, I've put together a graphic showing approximately where they fit in. They also fit very nicely into a lead nurturing program."

Rather than trying to sell to the customer and possibly ruining the lead, avoid treating them as leads. Carroll says only about 5-10% of attendees are sales-ready opportunities. Given that, here are three ways to make webinars work for you:

1. Measure your cost per lead.

2. Create a customer-focused webinar.

3. Offer a recorded option.

1. Measure your cost per lead

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ABOUT THE AUTHOR

Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.