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IT WILL SAVE YOU MONEY: For all the growth in business Web sites, there are still plenty of marketers who would like to get on the Internet but haven't convinced their bosses yet. Asked to show where profits are going to come from, the marketing director has to concede that's not clear yet. But what is clear, and often easily adduced from cold, hard budget numbers, is the amount of money that can be saved by shifting printing and mailing costs to the Web. For many service and high-tech companies, the savings in customer support costs have been significant. For b-to-b companies that constantly publish quickly outdated catalogs, the Internet is like money in the bank. In this early stage of Web business modeling, don't let the boss focus too much on long-term profits; the better justification is in immediate cost savings.
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