Targeting Your B2B Lead Generation

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Yaphon Leads China's B2B Alliance; Provides Chinese Commodity Information Search

BEIJING, Oct. 25 /Xinhua-PRNewswire/ -- On October 25, owners of dozens of the best Chinese B2B websites, officials from the Chinese government agencies, and representatives from foreign chambers of commerce witnessed the foundation of the ''Yaphon B2B Alliance''. Being a Chinese B2B professional organization that enjoys the most abundant trading resources and attracts the most types of industries to participate, the establishment of Yaphon B2B Alliance marks the end of separate operation of online trading by individual sites. Instead, B2B sites in various industries get the opportunity to consolidate their resources and enjoy common advantages, and present as an allied sector before buyers, while offering a great path for overseas buyers to acquaint with overall Chinese market.

According to the introduction from Michael, the CEO of Yaphon.com ( http://www.yaphon.com/ ), the first English B2B X.0 international e-business platform in China and organizer of Yaphon Search Alliance, the B2B Alliances will help foreign customers get a clearer understanding of Chinese exporters more conveniently and accurately, and it will also promote the internationalization of Chinese industrial B2B. It is said that, with regard to the operation of the Alliance, Yaphon will not participate in the entire transaction; instead, it will give full play to its advantage in vertical search engines and e-business platforms, provide overseas buyers with the information about Chinese commerce and provide Chinese exporters with more business volume and commercial opportunities. By resorting to the new advanced idea and the rich resources, Yaphon has swiftly gathered many industrial magnates, including http://www.efu.com.cn/ , http://www.chinahardware.org/ and http://www.pack.net.cn/ .

Before this, Alibaba.com occupied a big share in China's B2B e-business market. However, the establishment of ''Yaphon B2B Alliance (B2B Alliance)'' also indicates that the Chinese B2B market has begun to combine the advantageous resources and demonstrate Chinese suppliers to overseas buyers in an organized way. Officials say Yaphon adopts the TQS (Total Quality Sourcing) operation system based on the theory of group selection. It enables overseas buyers to have more visualized understanding of the products and Chinese exporters from multiple angles on the basis of QR (Quality Ranking) offered by the website, and it effectively solves the sincerity and credit problem that had puzzled the e-business industry in the past.

About Baichuan Tongda

Baichuan Tongda is the leading B2B e-business facilitator of foreign trade in China, and the development standard bearer in the professional vertical search engine. The e-business services of Baichuan Tongda, with the English version B2B vertical search engine most prominent, take international purchasers and domestic suppliers as their service focal points, through advanced techniques and the professional service experiences, they supply the information to help bilateral international business cooperation, as well as advanced, safe, and effective e-business network platforms for China's foreign trade.

Baichuan Tongda

B2B CFO/CIO, LLP Adds Prominent Partner To Ranks: Timothy Mclellan Joins As Partner In Atlanta

B2B CFO/CIO, LLP, the fastest growing nationwide CFO and CIO firm, announced today that Timothy McLellan has joined the firm’s Atlanta, GA market as Partner.

Atlanta, GA (PRWEB) October 9, 2006 -- B2B CFO/CIO, LLP, the fastest growing nationwide CFO and CIO firm, announced today that Timothy McLellan has joined the firm’s Atlanta, GA market as Partner. Tim will provide part–time CFO services to small and mid-size businesses in the Forsyth and North Fulton areas.

Tim brings over 25 years of financial management experience. Prior to joining B2B, Tim was Vice President of Finance for the Commercial Flooring Installation Division of Interface, Inc., in Atlanta. Previously Tim held positions of Corporate Controller and Internal Audit Director for a large building materials manufacturer and distributor based in Alpharetta. Tim also spent seven years as a Manager with a Big 4 CPA Firm. Tim is both a CPA and a Certified Construction Industry Financial Professional.

Jerry L. Mills, CEO and Founder of B2B CFO/CIO, said: “We are delighted that Tim has joined our partnership. He is a highly accomplished senior level financial professional and is a great addition to our firm.”

Tim will focus his practice on helping business owners increase their cash flow and improve their profits, giving the business owners more time to focus on other areas of their growing businesses. He will focus on servicing businesses in the Forsyth and North Fulton market areas. Tim resides in Cumming, GA. He has two sons who are very active in youth sports in Forsyth County. Tim is a member of the Cumming – Forsyth Chamber of Commerce, Construction Financial Management Association, American Institute of CPA’s and the Georgia Society of CPA’s.

According to Tim, “Joining B2B CFO/CIO as Partner in the Forsyth / North Fulton area was a great opportunity and I am excited to bring my skills and expertise to service the growing businesses.”

About B2B CFO/CIO, LLP
Founded in 1987 by Jerry L. Mills, B2B CFO/CIO, LLP is one of the fastest growing nationwide CFO and CIO firms. B2B CFO/CIO is the largest firm in the country that serves the needs of closely held companies with sales up to $60,000,000 annually. Its partners have an average of 20 years of experience and each individual partner is a senior level executive with a broad range of experience.

Two of the hallmarks of the firm are the partners work on a hand-shake basis and are engaged to work on an as-needed basis. The firm’s goals are to make order out of chaos and then continue with the client in a long-term, cost-effective relationship. The firm’s motto is: First direction, then velocity. For additional information please visit online at www.b2bcfo.com .

In June of 2006, Jerry L. Mills released his first book titled “The Danger Zone – Lost in the Growth Transition.” For additional information on the book, please visit a the site www.dangerzonebook.com.

B2B Marketers Take Action to Share Their Insights

Direct Impact Marketing is inviting B2B marketers to voice their opinion and share their expertise on the lead generation tools that they use most. Survey results will be compiled and presented at MarketingSherpa B-2-B Demand Generation Summit.

(PRWEB) October 5, 2006 -- Toronto, ON – What are the most popular, affordable, and user friendly B2B lead generation tools? Direct Impact Marketing is inviting B2B marketers to voice their opinion and share their expertise about the lead generation tools they use most. Direct Impact Marketing is asking marketers to complete an online survey, found at http://www.surveymonkey.com/s.asp?u=561102653676. It takes only a few minutes to fill out and its results will be used to identify the best lead generation tools in the industry.

The results will be compiled and presented by Robert Lesser, Direct Impact Marketing’s President, at the MarketingSherpa B-to-B Demand Generation Summit in Boston and San Francisco this fall. Direct Impact Marketing will also share the survey results with each respondent via email. A directory of lead generation tools will be published on the LeadGenTools.com community.

"It is important that we share our knowledge and experience with one another in the small but dispersed B2B marketing community," says Robert Lesser, President of Direct Impact Marketing. "We need to know what lead generation tools rank highly with B2B marketers. This survey will provide the industry with the information needed to make the best decisions about lead generation tools."

About Direct Impact Marketing Inc.
Direct Impact Marketing Inc. offers outsourced B2B lead generation services as well as acting as the publisher of the LeadGenTools.com community (to go live on October 9, 2006). This free B2B Community provides marketers with a directory and peer reviews of affordable and user-friendly lead generation tools found nowhere else on the web, and as nominated by B2B marketers.

The services division of Direct Impact Marketing is an innovative outsourcer providing B2B lead generation services for marketing and sales executives. Leveraging industry best practices in lead generation along with customizing CRM tools, Direct Impact Marketing is focused on providing on-demand inside telesales and direct marketing teams.

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B2B: Know Your Roles

Manoj Jasra Expert Author Published: 2006-10-03

When providing services such as Search Marketing strategies to large B2B tech firms you will find that there are several levels of management to please (this is the case for many large corporations).

With above average sales cycles and the focus to produce quality leads it's important to establish the right metrics to satisfy all levels within the company.

It is also important to understand the objectives of each of the stakeholders at the B2B Company as well as their roles/responsibilities within the business. Products and solutions in B2B Tech frequently cost several thousands of dollars, causing the customer to stay within the research phase of the buying funnel for an extended period of time. As a result, success measurements for marketing programs are different for various positions within the organization therefore it is important that you define custom metrics and performance dashboards appropriately, so that they are meaningful to that stakeholder within their role.

Roles and Goals

Although there are many levels of personnel at B2B Tech organizations there are 3 that I would like to focus on for today: CEO, CMO and Director of Web/Electronic Marketing. Each individual has different needs and goals but they all want to see their business succeed, and online performance is a significant component of that success. It is important to understand all of their needs so that custom solutions for the site can be developed to address them.

CEOs are visionaries and are not concerned with more granular issues with the website; instead they want to focus on items such as the company's market share in the competitive space, profitability and consistent ROI. The CEO reports to a Board of Directors, who along with the CEO has created a set of objectives that the company must achieve. The last thing any major corporation's CEO wants to do is lose the confidence of the board of directors and investors therefore it's important for CEOs to understand their company's unique competitive advantage and leverage it to stay successful.

CMOs are focused on the company's direction as well, but more specifically the marketing direction. While having a keen interest in the company's market share, CMOs want to see the company develop strong brand image as well as understand the ROI behind all marketing initiatives. The CMO reports directly to the CEO therefore needs solutions to show visible measurable results quickly. The optimum SEM vendor for a B2B tech CMO would be one who understands the B2B tech marketplace.

As we progress a little bit further into the organization we notice the objectives having an increasing tactical focus rather than strategic. The Director of Web Marketing is the person in the organization given the responsibility to find tactical ways to use the web site specifically, to accomplish company goals shared by the CMO and CEO. This person is also interested in ROI but want to see that data at a more granular level. Being involved in the actual implementation of the strategies this person will need to understand factors like resource allocations and ease of implementation. The Director of Web Marketing wants a proven winner within the SEM industry so case studies and research within B2B tech are useful to them.

Metrics That Matter

When selecting reporting metrics it is important to remember that B2B Tech companies are often lead generation sites and have considerably long sales cycles, however this is not to rule out that these websites could also serve purposes such as customer support or communication. Another consideration is that you should define metrics that are appropriate to each level within the organization because a CEO will not necessarily want to see the same data as the Director of Web Marketing.

Metrics that are important to the CEO are very high level and include things like revenue and market share. Revenue is difficult to measure through regular web analytics because it is hard to calculate revenue on a B2B lead generation site whose leads are often closed after a long sales cycle. In this case a third party solution like Siebel would be best to extract the data out of and present to the CEO. Siebel provides the ability to analyze and measure revenue/leads for both offline and online marketing efforts. Market Share also requires a third party solution and in this case I recommend HitWise, which is a great tool for measuring competitive intelligence. HitWise is very useful in benchmarking online performance between you and your competitors, specifically: website rank, time spent on site, online audience, search terms and referring sources.

The CMO wants to see the same performance reports the CEO does plus a few metrics more. The CMO is interested in analyzing ROI by all the various company marketing efforts which includes PPC, Contextual Advertising and Organic referrals. This helps the CMO determine the best marketing mediums to direct the company's resources towards.

The granularity increases as we move onto the Director of Web Marketing. This position is interested in all the specific web site performance details which include: conversion rates by campaigns/referring sources, percent new visitors, sales cycle length, time spent on site per visitor, and effectiveness of landing pages to keep visitors engaged.

It is important to understand the stakeholders of the B2B tech organization and their main objectives and how the web site contributes to those goals. This is the only we can define performance metrics that are important to each position at the company. The metrics that are important to each position should be presented in a consistent format at predetermined intervals, for example: to CEOs monthly and to Directors of Web Marketing weekly. Try using formats such as PDF or excel dashboards for each of your clients on a company extranet. B2B tech firms want SEM companies with proven track records so also use appropriate messaging, case studies and research to help them make their decisions when you are making site marketing recommendations.