On ContentBiz (March 2nd) I found an interesting Interview, ContentBiz conducted with Paul Pellman, Executive VP Marketing & Products from Hoovers Inc.
Seven Lessons in Selling B-to-B Subscriptions from Hoovers
In summary, it explains seven tactics Hoovers.com uses to get prospect traffic, turn visitors into trial-requesters, and trials into paying accounts with great success
Lesson #1. Maximize search marketing
Lesson #2. Focus on getting that inbound phone call
Lesson #3. Test your registration form
Lesson #4. Don't offer discounts
Lesson #5. Offer short trials, don't extend them
Lesson #6. Use Web conferencing instead of self-guided tours
Lesson #7. Track usage to keep renewals high
The story is on Open access until March 12th, so go there now or / and go there later, they have more interesting case studies (for little money) at Web site & ezine subscription sales .