Special Report: BtoB's annual Top 25 E-Champions: Kelly Mahoney

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Kelly Mahoney does not embrace what she calls the silver bullet mentality of b-to-b marketing. Instead, the chief marketing officer says she believes the best way to bring more traffic to the site is to integrate the online and off-line aspects of the business.

In the past year, has experienced more than 500% growth in total customers, many of whom are small-business owners, said Mahoney, who has been with the e-commerce venture since it launched in November 1998.

Name: Kelly Mahoney
Title: Chief marketing officer
Company:, Framingham, Mass.
Mission: "To bring business customers to and keep them coming back."

Under Mahoney's direction, the office supply e-tailer recently launched a massive marketing campaign aimed at business buyers. "We're making sure we mention the site in every communication that goes out—catalogs, retail promotions," she said.

Getting the small-business decision-makers on the site is only part of the challenge. If a customer doesn't have a positive shopping experience, then the site has failed, Mahoney said. sells more than just office products online. Visitors may also procure business services, including printing, Web design and human resource management. Additionally, business buyers have the opportunity to register for regular e-mail reminders telling them when to order more toner, paper and other inventory items—a precursor to automatic replenishment.

"We have people coming to our site who have never made a purchase online," Mahoney said. "Our mission is to give them plenty of reasons to come back."
—Beth Kanter

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