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The New Direct Marketing - Structured Online Sales Pitching

An IT research revolution is upon us and it's a burden to both buyer and seller. IT buyers are seeking a more structured research process. And IT sellers must quickly adapt their online strategies [i.e. 'sales pitches'] to accelerate their selling cycles.

IT management is increasingly overworked, under staffed and under resourced. As buyers, they face, [1] the pressure to vet each purchase decision, [2] an increasingly unstructured network of information sources, and [3] a sense of information overload. The Web has provided a wonderful tool to facilitate research during the IT buying process. But, a senior IT executive at a Fortune 50 company recently summed up his new research challenge, "The Internet has opened up an enormous set of information options, but I don't run a research group, I run an IT group. The abundance of research is paralyzing our decision-making process."

Sellers are likewise challenged. Tom Rousseau, my Ziff Davis colleague who spends his days as marketing and media counsel to some of the world's most successful technology firms, sums up the current dilemma facing IT sellers, "We are a nation founded by lawyers - so we require evidence and data before making a buying decision. But we are also a nation of 'clickers' that seek instant gratification. Today's marketing solutions must appeal to both constituencies."

Today I announced a watershed marketing program that I call Branded Landing Zones. The program powers a new online direct marketing strategy that is designed to serve the most complex enterprise technology sales processes - where a comprehensive educational and information exchange is required by both buyer and seller to facilitate the transaction.

I have much more to share with you about Branded Landing Zones, structured sales pitching online and about the future of direct marketing as its being re-shaped by the Internet. So please stay tuned to my blog. Until then - Scot Brinker's September 5 article - Stuck in Traffic? Search Mode vs. Pitch Mode in Web Marketing - is prerequisite reading.

BH

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