Hi, I'm Jay Gulick, director of BNET. Today I'm going totalk about B2B marketing sweet spot. We talk about B2B marketing; there are twogroups that you're really talking about. On the one hand, you've got customersover here. We more refer to them as users, but I think that's a littleimpersonal. On the other side, you've got the B2B marketers, and these are thecompanies who have products or services that are trying to sell to theend-users who work in businesses, whether they are in HR, IT, finance,accounting, the different job functions that make up a corporation.
So what you have is a group of people who need informationwho are trying to solve problems at their jobs, to make the organizationperform better, and you've got a group of B2B marketers who are trying to sellproducts and services, which ostensibly are going to help these end-users solvetheir business problems. Now what I call the sweet spot is, you've got peopleover here, the customers, that have problems to solve, and on this side you'vegot the B2B marketers who have products and services to sell. And the sweetspot is this area right here in between.
Traditionally, the way the B2B marketers have approached thecustomers is with advertising, and they've done it in a variety of ways.Primarily though on the Web what you've seen is a lot of display advertising.So an ad that talks about the marketing benefits, the particular product orservice. Increasingly what we're seeing is that end-users' business problems asI said, have problems that they're trying to solve, so the sweet spot isinstead of display advertising, to tap into this space right here and formarketers to provide things like white papers, case studies, Webcasts, andopportunities for end-users to solve the problems with these sorts of tools.
One of the recent trends we've seen on CNET networks istraditional display ads get about a 0.25% click for a rate. We've seen ratestwo to three times that high and we provide opportunities for B2B marketers tocontextually provide important information like white papers, case studies, andWebcasts on our properties, and so again back to the sweet spot of, as a B2Bmarketer the mindset is not so much "how can I push my product or serviceat the customer, but how can I provide them with useful information andresources to get the message across effectively."
