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
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Matt Griffin
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With a sales team that’s limited to a small portion of its business, educational lab science supplies cataloger Carolina Biological Supply primarily relies on its 1,000-page catalog to drive much of its sales. And while it mails the big book just once a year, the company mails 10 supplemental catalogs and many more small flyers annually to stay top of mind with its customers, says Dan James, vice president of business development for the Burlington, N.C.-based company. The supplemental catalogs typically are less than 100 pages, while the flyers are two to eight pages.
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