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Tuesday, October 29, 2013
CHANNEL OPTIMIZATION: NEW RESEARCH ON ACQUISITION AND SERVICE
This session will cover new and original research on the channels to use to engage and serve small businesses. Using data from a nationwide survey of 300 small business owners, Richards will discuss how you can optimize communications to attract, and tools to serve, today's diverse small businesses. The presentation will focus both on marketing approaches to attract and engage with different types of small businesses, as well as the ways they prefer to be served, Richards will be joined by a panelist from the office products industry who will discuss how their company has optimized acquisition, engagement and service tactics for their small business customer personas.