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
And although VWR closely manages its marketing voice, the company gives its sales reps a bit more flexibility. While not requiring that sales calls be coordinated with marketing efforts, the marketing team does “provide the tools for the reps to manage that on their own,” Homann says. “If we have product X being featured on our Web site and sent out in an e-mail, we’ll also release literature about that product and make samples of that product available [to the sales team].”
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