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
Further complicating the appropriate coordination between channels, many B-to-B catalogers still haven’t conquered the relatively new e-commerce channel. “The Internet isn’t a situation where you can ‘build it and they will come,’” Hague says. “In fact, there’s a negative impact for those companies who’ve only put up a simple site, but haven’t added any special functionality to it.”
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