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
Typically, a marketing executive provides a sales executive with catalog delivery dates so outbound calls or field visits can be planned around the catalog drop. Hague says that while this practice is common, marketing also should provide recency, frequency and monetary-based contact lists so outbound efforts can be planned more precisely.
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