Search marketing works for B2B, too.

Posted on August 26, 2006 by Dave J.

Thanks to a reader, I learned that there was a ‘B2B Case Study’ session at the recent Search Engine Strategies conference in San Francisco. The article reviewing the session, titled, Search marketing works for B2B, too, starts with this gem:

“Most people assume search marketing works only to reach consumers, but it’s actually quite effective for businesses wishing to connect with other businesses, as well.”

Um, I’d counter that SEM is more effective for B2B, but I think this comment just shows the lack of knowledge of the author–obviously B2B is off the charts for some folks. The article throws up comments about basic SEM for B2B but this bit is probably of interest B2Blog readers:

“Rick Brown, President of NetTrack closed out the session with a discussion of the effectiveness of paid inclusion in vertical aggregator sites like ThomasNet, GlobalSpec and Industrial Quick Search. Brown articulated his endorsement of such aggregators cautiously, saying that they can bring in relevant traffic as well as provide valuable links to a company’s homepage but that many of the metrics such websites use to promote their services (such as “reach,” “page views,” and “brand activity”) don’t have much impact on a client’s bottom line.

He also noted that the value of the links from content aggregators is highest when the landing page can be controlled and there is a one to one relationship between the product category being searched and the landing page on a firm’s website. Brown suggested than firms who invest in paid inclusion on a vertical aggregator site have their own analytics like ClickTracks to determine the value of the traffic coming in from sites like Industrial Quick Search. “

Um, get an analytics program? Duh. What most B2B folks don’t do is actually look at the data and ponder its meaning.

One thing that Rick Brown said that is innovative, is that he proposes a 1-to-1 relationship between the seller’s landing page and the product categories on the directories. I’ve opined before that part of the problem with directories is that once the user clicks-thru, they have to start their search over again.

BTW: A rather interesting post by Marketing Headhunter Harry Joiner about a SEO specialist looking for a new job. Key fact: $125-150K pay for specialists at SEO agencies. Wow!

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  • Anonymous

    Dave, you have no idea how ironic this statement is “.. but I think this comment just shows the lack of knowledge of the author–obviously B2B is off the charts for some folks.”You’d think that someone with 12 years of ThomasNet/Thomas Register experience would have more knowledge. Rick Brown and his VP Toby Rosenthal are former Thomas reps.http://www.nettrackmarketing.com/about-nettrack.htm#founder They know the “Link TR heading to specific landing page” idea as someone else in TR came up with that idea many years ago. What is interesting is that very thing can be done in ThomasNet today, IF you make a big enough stink about it with your rep. Then it can be a pain for him to make sure it gets implemented properly. I still have great respect for your expertise and knowledge of SEM and directories, and I hope some day you do that directory evaluation (I understand the reason for the hesitation). I am the reader who pointed you to “Search marketing works for B2B, too”. Great comments in your post!

  • Anonymous

    Dave, you have no idea how ironic this statement is “.. but I think this comment just shows the lack of knowledge of the author–obviously B2B is off the charts for some folks.”You’d think that someone with 12 years of ThomasNet/Thomas Register experience would have more knowledge. Rick Brown and his VP Toby Rosenthal are former Thomas reps.http://www.nettrackmarketing.com/about-nettrack.htm#founder They know the “Link TR heading to specific landing page” idea as someone else in TR came up with that idea many years ago. What is interesting is that very thing can be done in ThomasNet today, IF you make a big enough stink about it with your rep. Then it can be a pain for him to make sure it gets implemented properly. I still have great respect for your expertise and knowledge of SEM and directories, and I hope some day you do that directory evaluation (I understand the reason for the hesitation). I am the reader who pointed you to “Search marketing works for B2B, too”. Great comments in your post!

  • Dave J.

    If you keep commenting, you’ll need to come up with a cool handle, but for now I’ll call you Dir Dude!I might not have been clear, it was the author of the column who I was dissing, not Rick.Thanks for the kind comments, as always. (I’ve got a couple ‘projects’ for B2Blog that I want to get off the ground, that comparison would be one. One day, sigh.)

  • Dave J.

    If you keep commenting, you’ll need to come up with a cool handle, but for now I’ll call you Dir Dude!I might not have been clear, it was the author of the column who I was dissing, not Rick.Thanks for the kind comments, as always. (I’ve got a couple ‘projects’ for B2Blog that I want to get off the ground, that comparison would be one. One day, sigh.)

  • Larry Hendrick

    I love how they always use some phrasing like “(such as “reach,” “page views,” and “brand activity”) don’t have much impact on a client’s bottom line.” and yet, they will recommend a client buy huge amounts of newspaper space (or TV). Now, Dave, I can be very dense sometimes, but how is SEM different in the possibility of results from other forms of marketing?

  • Larry Hendrick

    I love how they always use some phrasing like “(such as “reach,” “page views,” and “brand activity”) don’t have much impact on a client’s bottom line.” and yet, they will recommend a client buy huge amounts of newspaper space (or TV). Now, Dave, I can be very dense sometimes, but how is SEM different in the possibility of results from other forms of marketing?

  • Dave J.

    Larry, you’re right…advertising is advertising. And that’s why I continue to buy ads with directories despite their appearance of a a poor buy.Marketing Sherpa had a story today about a B2B company/website (CareerBuilder) that was going to pull back its keyword buys…until they analyized more and found that beyond the click, otherwise untracked revenue was occuring-bigtime!

  • Dave J.

    Larry, you’re right…advertising is advertising. And that’s why I continue to buy ads with directories despite their appearance of a a poor buy.Marketing Sherpa had a story today about a B2B company/website (CareerBuilder) that was going to pull back its keyword buys…until they analyized more and found that beyond the click, otherwise untracked revenue was occuring-bigtime!

  • Larry Hendrick

    I had not seen the info on CareerBuilder, but it doesn’t surprise me all that much. As I see it, keywords allow for a more targeted focus. Traditional forms of adverts are shotgun approach, at their best, and firing blanks at their worst.

  • Larry Hendrick

    I had not seen the info on CareerBuilder, but it doesn’t surprise me all that much. As I see it, keywords allow for a more targeted focus. Traditional forms of adverts are shotgun approach, at their best, and firing blanks at their worst.

  • Anonymous

    Actually my ThomasNet rep gave me access to an on-line tool which allows met to manage links myself.

  • Dir Dude

    “Dir Dude” is fine Dave. What’s in a name…? I stand corrected, as you were clear, but I scanned too quickly, and therefore blundered. I’ve met Greg Jarboe (a knowedgeable and nice guy), but his background is mostly B2C which may explain his comment.http://www.seo-pr.com/public-relations-firms-boston-and-san-francisco.htmlThere are two kinds of marketing. The kind where you advertise where buyers go when they’re ready to buy or research (e.g. directories and search engines – organic & PPC), and the kind where you advertise in the hopes of reaching the buyer at some point in the buying cycle (e.g. TJ’s and magazines).I hear that ThomasNet is now doing things like this “on-line tool which allows me to manage links” in the hopes of better customer service. Some “insiders” I know believe it is a way for ThomasNet to depend less on the reps, while the company gains more control over account interaction.

  • Dir Dude

    “Dir Dude” is fine Dave. What’s in a name…? I stand corrected, as you were clear, but I scanned too quickly, and therefore blundered. I’ve met Greg Jarboe (a knowedgeable and nice guy), but his background is mostly B2C which may explain his comment.http://www.seo-pr.com/public-relations-firms-boston-and-san-francisco.htmlThere are two kinds of marketing. The kind where you advertise where buyers go when they’re ready to buy or research (e.g. directories and search engines – organic & PPC), and the kind where you advertise in the hopes of reaching the buyer at some point in the buying cycle (e.g. TJ’s and magazines).I hear that ThomasNet is now doing things like this “on-line tool which allows me to manage links” in the hopes of better customer service. Some “insiders” I know believe it is a way for ThomasNet to depend less on the reps, while the company gains more control over account interaction.

  • Anonymous

    Thomas needs to depend less on reps to cut costs. With revenue falling you need to cut. Reps are going to be marginalized, and paid less. Thomas may find that their entire enterprise has been, and will always be, based on rep-client relationships. Those cuts are going cause a downward spiral of lower revenues, which will lead to more cuts. It is tough when you are legacy company and all of a sudden you are fighting to stay relevant in an internet world.

  • Anonymous

    Thomas needs to depend less on reps to cut costs. With revenue falling you need to cut. Reps are going to be marginalized, and paid less. Thomas may find that their entire enterprise has been, and will always be, based on rep-client relationships. Those cuts are going cause a downward spiral of lower revenues, which will lead to more cuts. It is tough when you are legacy company and all of a sudden you are fighting to stay relevant in an internet world.

  • Dave J.

    Keep the reps or cut them? Its a tough business decision. At the very least, they need a different type of rep for selling a different kind of service.

  • Dave J.

    Keep the reps or cut them? Its a tough business decision. At the very least, they need a different type of rep for selling a different kind of service.

  • Anonymous

    Actually my ThomasNet rep gave me access to an on-line tool which allows met to manage links myself.