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
Coffin notes that the catalog increasingly acts as an advertisement for the functionality of the company’s Web site, which has more than three dozen interactive Flash applications. “Our Web site gives us the opportunity to educate and give some peace of mind to the customers that what they’re buying actually is what they want,” Coffin says.
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