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
To keep messages consistent between channels at West Chester, Pa.-based scientific equipment cataloger VWR International, all marketing efforts are centrally managed, says Lynn Homann, its director of marketing communications, North America. Typically, the marketing team develops a message to impart to VWR’s customers, then evaluates the best channels to deliver that message, whether they’re the catalog, direct mail, space ads or e-mail.
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