As many have noted, the Internet has become a natural extension of our daily life. As such, the distinction between online and offline is becoming less and less pronounced. We seamlessly move from a face-to-face conversation with a co-worker to using a search engine to research the subject matter just discussed and back to that offline conversation once again. Marketers have fallen behind their prospects in integrating online and offline interactions.
Online/offline integration is the subject matter of this white paper, published by Enquiro with the help of Google, Business.com, Marketo, Demandbase, and Covario. The white paper deals with the following issue areas:
- Influencers in the B2B buying cycle
- Best practices in integrating sales and marketing
- Which areas of sales/marketing cooperation lend themselves to online interactions and which are more appropriate offline
Online/offline integration has become an important issue for many online marketing professionals over the last year or so, as they began to realize that searches and clicks do not exist in a vacuum. This 23-page white paper will help get you started on your own integration campaign and encourage the building of well-optimized and persuasive marketing campaigns.