B-to-B insights: 57 Channels (And Nothin On?)

This 1992 Bruce Springsteen song (sans the question mark) referred to the boom in cable TV back in the day. But at the rate marketing channels are popping up, it soon may apply to direct selling.

You've heard that when you engage customers through multiple channels, you incrementally increase their loyalty and sales. Intuitively this makes sense, but measuring it's a different matter.