Who: Jeffrey Herzog What: Chairman-CEO Where: Icrossing, New York Why: Herzog coined (and trademarked) the term "Reverse Direct Marketing" to describe search marketing, in which customers seek the marketer. He writes a blog under the same name (visit http://www.reversedirectmarketing.com/reverse_direct_marketing.htm).
Who: David Hirsch What: Director, b-to-b vertical markets Where: Google Inc., Mountain View, Calif. Why: Hirsch expanded b-to-b vertical sales efforts for the search engine giant that has had such a profound effect on popular culture that the word "google" today is used as a verb.
Who: Jeffrey Killeen What: Chairman-CEO Where: GlobalSpec, Troy, New York Why: Killeen is highly regarded for his online media industry visibility as former CEO at Forbes.com and former COO at Barnesandnoble.com.
Who: Kevin Lee What: Executive chairman Where: Did-It Search Marketing, Rockville Centre, New York Why: A thought leader in search engine marketing and respected authority, Lee was elected president of SEMPO, the Search Engine Marketing Professional Organization, in 2005.
Who: Fredrick Marckini What: CEO Where: iProspect, Watertown, Mass. Why: Marckini pioneered the search engine marketing industry as the first "SEM-only" firm in 1996. He also wrote the first book on SEM in 1997.
Who: Ted Meisel What: President Where: Yahoo! Search Marketing Solutions, Sunnyvale, Calif. Why: Meisel helped establish Yahoo! Search Marketing, formerly Overture Services, as a competitive search engine proven to be particularly effective for b-to-b marketers. He has also helped Yahoo! hold its own against media darling Google.
Who: Craig Pisaris-Henderson What: Chairman-CEO Where: MIVA (formerly FindWhat), Fort Myers, Fla. Why: As president and CTO of MIVA predecessor FindWhat, Pisaris-Henderson created a company recognized by the Deloitte Technology Fast 500 in both 2003 and 2004, with revenue growing approximately 16,000% since 1999.
Who: Dan Savage What: CEO Where: ThomasB2B.com, New York Why: Along with FindWhat, Savage helped found ThomasB2B.com as a vertical search destination containing more than 500,000 industrial suppliers across industries. In doing so, ThomasB2B.com has expanded available inventory for b-to-b advertisers.
Who: Lisa Wehr What: President Where: OneUpWeb, Lake Leelanau, Mich. Why: Wehr is a leading SEO/SEM specialist, and her company is known for innovative SEM tools such as its trademark infringement monitoring tool announced earlier this year and its new search behavior tracking services, which were unveiled in June.
Who: Jake Winebaum What: CEO Where: Business.com, Santa Monica, Calif. Why: Winebaum is a thought leader in the search engine marketing space (see profile, p. 26).