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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 51. B2B search best practices

Online retailing, financial services, and travel get a lot of attention when it comes to Internet and search marketing. What isn’t mentioned as much is another hot area in search marketing: business-to-business (B2B).

B2B marketers know that the value of a new customer is typically very high. Individual transaction sizes are high, and once an affiliation has been forged, the business relationship’s lifetime value can be in the hundreds, thousands, or even millions of dollars. That makes search a particularly critical part of many B2B marketing managers’ overall marketing plans. Regardless of where prospects are in the buying cycle, chances are search is part of their daily routine. Among other things, ...

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