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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 9

Integrating Online with Offline Marketing

Although this book focuses on using online marketing to build and grow your B2B brand, we wanted to devote a chapter to integrating your online marketing efforts with the offline world. In this chapter, we will cover using online marketing to drive offline event participation and to track traditional marketing efforts online.

Chapter Contents

  • Can Events and Online Marketing Ever Join Forces?
  • Using Online Marketing to Track, Measure, and Understand Traditional Marketing

Can Events and Online Marketing Ever Join Forces?

It’s 3:30 p.m., and the EVP gets an email of events telling her that the CEO’s 10 a.m. keynote at a conference on the following day has been canceled. Rather than letting a huge ...

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