Executive Summary (This is a document excerpt)

Business marketers are growing their search marketing efforts but still lack the experience and maturity needed to overcome internal process challenges. To succeed with search marketing, B2B firms must take a gradual approach toward mastering search marketing tactics: keyword advertising and organic rankings. They should begin with profiling buyers by their information-seeking behavior and motivations and then elevate search to equal other channels in the marketing mix. They also should extend the value of search marketing across internal constituents and external partners while they gain branding value from paid search ads. As B2B search marketing grows, Forrester expects sites that centralize requests for proposals or quotes and small-business search engines to grow as consumer auction sites help businesses win replenishment and MRO bids.

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