Wednesday, November 14, 2007

Challenges in B2B online marketing

I found a useful blog post titled, the Top 5 Challenges for B2B Demand Generation Marketers.

An excerpt that I found particularly relevant and important for companies that have second thoughts about using online marketing / search marketing for their B2B marketing efforts (emphasis mine).

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What matters today in marketing is to be findable when people are looking. This, of course, means being everywhere they might possibly be when they start searching.

There are two interesting implications to this. First, it implies lots of cross-media, low-volume campaign all year long rather than spending your budget on one or two big programs. This way you can spread your budget across time period and channels.

Second, you need to focus your efforts where people look – and by far, this means managing your search engine marketing campaigns, especially on Google.


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