×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

The Reinvention of B2B Search

By Published on .

Ryan DeShazer, VP-global practice leader for search at b-to-b agency GyroHSR, proposes a new paradigm for b-to-b search marketing—“Neo-B2B Search.” He says that in order for Neo-B2B programs to live up to search's full potential, they must be constructed to directly address the needs of a diverse decision-making team at companies. “This means that the specific keywords and text ad creative not only have to appreciate the distinctions between an early- and late-stage mindset, but must also consider the unique vocabulary used by various functional roles in the organization," DeShazer writes in his blog.
READ MORE
Most Popular
In this article: