Why are B2B sites so far behind (a whine)?
January 25th, 2008 posted by Dan BrennanAs media director part of my responsibility is to research appropriate advertising outlets for our B2B advertising clients. Seems straightforward and it is. But what continues to amaze me is the lack of foresight by B2B publications and outlets. Many still don’t get it. They are clinging desperately to the old model, the old way of doing things, and at times, it is maddening.
Over the last week or so, I have been researching online outlets for a specific client request. My Internet travels took me to many places, some better than others. Many of the sites have a good grasp of how to allow access to rate information to people like me. They require some kind of registration, easy enough.
Others insist on offering a simple email address to write for information. Even more offer just a phone number (whatever that is). Apparently, I must speak with a sales rep. Not really a big deal, except the sales team almost never responds in a timely fashion.
The point? Instead of allowing me access to rates so I can continue to consider their site, I am at the mercy of the ad rep to get back to me. Unfortunately, their window of opportunity is closing. They have lost the advantage. More importantly, they fail to see the advantage. Too bad, too, because some of the sites had promise.
February 5th, 2008 at 5:06 pm
I tend to sympathize with the trade journal websites despite the frustration of not having pricing information available instantaneously, since most of their insertion pricing is flexible. Especially when it comes to new media. Like most sales people they are trying to overcome the “commoditized” image of price and net impressions by presenting solutions based on need. Don’t get me wrong, I would rather see a rate card than get pressed for a commitment and then be subject to the barrage of calls asking when are we going to start advertising. But they are sales people, selling space to help other sales people sell more product.
There is an argument for posting pricing information online even amoung several of my B2B accounts. The challenge is that when looking at price- there may be an objection immediatley from the prospect without ever understanding the value proposition or why it is worth the price. Furthermore pricing may be very flexible from the published rate, especially for media or manufacturers who sell through second tier distribution so the published price is at the highest scale.