Guide to Business-to-Business (B2B) Marketing

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.