The Reinvention of B2B Search

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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.
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