Dave Chaffey on B2B Internet Strategy and Planning

Why do we need an e-channel plan?

The starting point for developing a B2B e-channel strategy, as for any e-channel strategy, is to understand the current and future environment in which the company operates in order that the strategic objectives are realistic given marketplace developments.

I believe a separate e-channel plan, integrated with other plans is necessary since online channels are still in their infancy, yet they have had and will have dramatic changes on how customers select and use products. I often hear that the Internet is ‘just another channel to market’. However, the potential significance of the Internet as an influencer and direct contributor to sales is such that often it does warrant separate attention. Strategies to increase the contribution of digital channels to a business are required and the e-marketing or e-channel plan can help define these strategies.

Common problems with E-channel planning

Still not convinced on the need for an E-plan? Well I have seen these problems in many B2B companies – see whether you recognise any in yours:

• 1. Customer demand for online services will be underestimated if this has not been researched and it is under-resourced and no or unrealistic objectives are set to achieve online marketing share.

Tip It is important you map out your customers new ‘customer journeys’ or ‘channel chains’ which show how they switch between channels as they select B2B products and services. What proportion of customers look for more information about you on your website? You will find out that many leads may not be directly generated online, but they do originate online.

For demand analysis use these SEO keyword tools to see how your customers are researching customers through the search engines. For example I worked with B2B test and measurement supplier Tektronix to see that customers referred to their products using search terms: including digital oscilloscope, function generator, logic analyser, oscilloscope, oscilloscope probe, pc oscilloscope, etc. So it’s vital to get visibility for these phrases. Start by identifying the gap between total searches and searches you are receiving on your site and then target selected phrases through search engine marketing.

• 2. Existing and startup competitors will gain market share if insufficient resources are devoted to e-marketing and no clear strategies are defined.

Tip A clear budget should be defined for the E-channel based on expected levels of leads and business which are influenced by the channel. The budget be sufficient that you can invest in being continuously visible online through search marketing, e-newsletters and PR – you should not restrict yourself to online burst campaigns.

• 3. Duplication of resources will occur, for example, different parts of the marketing organisation purchasing different tools or different agencies for performing similar online marketing tasks.

Tip Finding a competent single agency which concentrates on a range of e-marketing tactics like web design, search engine optimisation, e-mail marketing and media buys will be more efficient for you in the long run, although it is tricky to identify such companies.

• 4. Insufficient resource will be devoted to planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills will make it difficult to respond to competitive threats effectively.

Tip Appoint an E-channel specialist to set goals, report on performance and assess the relevance of new technologies like blogs and RSS – Tektronix now uses both of these tools to communicate with its engineer audience. See Tek RSS.

• 5. Insufficient customer data is collected online as part of relationship building and this data is not integrated well with existing systems.

Tip Ensure you understand the principles of Online permission marketing.

It is essential to offer the right forms of online value for the channel to encourage people to opt-in. Tektronix has been successful with developing an online value proposition (OVP)) delivered as the MyTek resource centre that has persuaded many customers to opt-in to communication.

• 6. Efficiencies available through online marketing will be missed, for example lower communications costs and enhanced conversion rates in customer acquisition and retention campaigns.

Tip It is essential to have online specific objectives, based on conversion models of reach, site visitors and conversion rates to leads generated. This will also define an allowable cost per lead acquisition to help control costs.

• 7. Opportunities for applying online marketing tools such as search marketing or e-mail marketing will be missed or the execution may be inefficient if the wrong resources are used or marketers don’t have the right tools.
• 8. Changes required to internal IT systems by different groups will not be prioritised accordingly.

The growth of E-channels implies major issues of change and technology management. Again a plan is necessary to develop a long-term roadmap to develop your e-channels. You need to prioritise since you won’t be able to afford everything in year 1.

• 9. The results of online marketing are not tracked adequately on a detailed or high-level basis.

Tip Ensure you have a capable web analytics system with a summary reporting dashboard which shows you how the online channel is performing relative to other channels.

• 10. Senior management support of E-marketing is inadequate to drive what often needs to be a major strategic initiative.

Today most senior managers and directors will recognise the importance of E-channels, but they may perceive them as quick, easy and cheap, but this is often not the case. A planned approach with a clear vision of how the company will use e-channels must be communicated and owned by a senior sponsor. They should set goals for the online revenue and lead contribution from e-channels with specific targets of how these should increase and then resource the channels appropriately to meet these goals. They also need to ensure that e-channels integrate with other channels seamlessly thoughout the buying process and that appropriate touch or contact strategies are developed to follow-up on leads through multiple channels.

About the author Dave Chaffey is a specialist Internet marketing author, consultant and trainer. His Internet marketing books include Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence and Total E-mail Marketing.