09-01-2006, 12:40 PM
Quote:2B buyers visit the Web before any other channel in investigating solutions to their challenges, Ramos tells the E-Commerce Times. "They have to narrow down their needs," she says. They use search results as much for a quick education as for a salable product or service.
Because of this, she suggests that B2B marketers invest in optimizing nonbranded terms through both natural and paid search tactics. Those with few marketing dollars allocated to search marketing can look at more generic, less-used terms that may constitute the next big hit.
"In general, our plan is more nonbranded, since most commercial customers' initial interest is in the type of vehicle they need -- dump truck, police vehicle, etc. -- rather than in Fleet and Commercial by name," says Karen Cuff, marketing manager for GM fleet and commercial operations...
full article: http://ecommercetimes.com/story/LBeUy1SD...Sync.xhtml