GyroHSR’s Ryan DeShazer shares key insights into B2B search marketing on Business.com’s B2B Online Marketing blog. Much more complex than B2C search, B2B search marketers must engage and influence multiple stakeholders to the purchase decision, overcome lengthy and sometimes complex consideration cycles, and mitigate any fears the prospect has over high costs and associated risks with the transaction. DeShazer identifies four insights to follow in order to get the most from B2B search:
1) Recognize that business purchase consideration cycles aren’t always linear
2) Let micro B2B conversions show the way
3) Capitalize on navigational search
4) Draw qualitative conclusions from quantitative data
Read more of Mapping Search to Reach the B2B Buyer (hyperlink the article title to: http://www.smartbusinessresults.com/2009/mapping-search-marketing-b2b/)