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Business.com Research Uncovers B2B Search Marketing Best Practices


Insights from over 140 search marketing agencies suggest core principles and "toolkit" are similar for B2C and B2B but strategy must reflect B2B trade characteristics.

SB Informer
Wednesday, November 14, 2007; 03:50 AM

SANTA MONICA, Calif. -- Business.com, the leading business search engine, directory and pay-per-click advertising network, announced the release of 2008 B2B Search Marketing Strategy Guide: Advice From the Pros, a free whitepaper that helps B2B marketing professionals deliver better search marketing ROI. The guide is based on survey responses from 144 marketing agencies currently managing paid search and search engine optimization (SEO) efforts for business-to-business clients.

According to respondents, certain B2B trade characteristics – including the length of the sales cycle, target audience attributes and search engine dynamics and features – lead to different goals, strategies and tactical priorities for B2B search marketing.

“The business buying process differs from consumer buying, and search marketing strategy must adapt to effectively address unique business marketing challenges,” said Ben Hanna, VP, Marketing at Business.com. “This strategy guide synthesizes best practices from the front lines to help marketers deliver better results paid search and SEO results with less effort.”

Illustrated with expert quotes and examples the whitepaper covers:

  • How B2B search marketing differs from B2C
  • Top 10 tips for improving B2B paid search campaigns
  • Top 10 tips for B2B SEO
  • B2B search marketing strategy checklist

The whitepaper also includes a comprehensive B2B search marketing agency directory, including agency services, location and contact information.

The complete whitepaper is available as a free download from www.business.com/info/b2bsearchstrategy08.asp.

About Business.com

Business.com, a wholly owned subsidiary of R.H. Donnelley Corporation (NYSE: RHD), is the leading business search engine, directory and pay-per-click advertising network. The Business.com site helps business decision makers quickly find whatever they need to manage and grow their businesses, and the Business.com Network – including premier partners The Wall Street Journal Online, BusinessWeek, Hoovers, Financial Times, Internet.com, and more –enables B2B advertisers to reach qualified buyers wherever they are online. The company also operates Work.com, a B2B community publishing platform featuring more than 2,400 business how-to guides contributed by business experts. Business.com was named to the 2006 Inc. 500 and 2007 BtoB Media Power 50, Los Angeles Business Journal list of Best Places to Work and Deloitte Technology Fast 500.

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