Upgrade Your B-to-B Multichannel Marketing Strategy
In fact, Hague notes that the most successful B-to-B Web sites enable customers to customize products and solutions to specific needs, and offer detailed product specifications that aid in researching the best solution.
B-to-B auto parts cataloger Mid America Motorworks has fulfilled both of these requirements as it has expanded its Web site. About a year ago, the Effingham, Ill.-based cataloger added an interactive Flash application that allows Corvette dealers to see what their cars would look like with Mid America custom wheels. Dealers can choose the color and model of their cars’ online doppelgangers, then change the wheel style to see what looks best. To cross promote the tool, the company placed call-outs for the interactive application in its catalog. Since the implementation, wheel sales have tripled, says director of catalog and Web marketing Ed Coffin.
