Upgrade Your B-to-B Multichannel Marketing Strategy
From tighter coordination of marketing and sales efforts to better Web functionality, B-to-B catalogers need to pull out all the stops to compete in an increasingly multichannel environment
Web for Relationships
While B-to-B catalogers traditionally have been slower than consumer mailers to adopt the Internet as a transactional platform, they shouldn’t necessarily follow the B-to-C model. “The greatest shortcoming in the B-to-B space is that people look at the Internet as a transaction medium,” says Vic Hunter, president of Milwaukee-based B-to-B consultancy Hunter Business Group. “B-to-B is a relationship business, not a transaction business.” One your Web site, Hunter says, focus on building relationships rather than going for the immediate sale.
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