Integrating Online and Offline Strategies

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Executive Summary

Because of the various complexities involved in Business 2 business buying, and integrated approach using the concepts of an online, and offline marketing offers a great advantage. After the completion of the first installment of the series of titled mapping the Buyer Sphere, this webinar is mainly to look at online/offline approaches to sales, building customer lifetime value, and marketing. This webinar helps the attendee in understanding the approaches, and knowing how to apply it in low, and high buyer risk scenarios. The webinar with the help of two B2B companies, as examples offers the viewers the practical integration tips, and help them understand by showing how the marketers may reduce their buyer risk by effectively making use of the available promotions, thought leadership, physical resources, and face-to-face opportunities. This webinar is moderated by Bill Barnes, and the panelists involved are Gord Hotchkiss, the CEO of Enquiro, Brian Carroll - Author of Lead Generation for the Complex Sale, Mark McMaster - Senior Planner of B2B, and Technology Markets, Google, Jon Miller - VP Marketing, Marketo, and Chris Golec - Founder and CEO of Demandbase.

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