Websites have evolved from being simply informative to becoming significant contributors in helping business-to-business (B2B) organizations achieve their goals. When B2B purchasers need to evaluate a prospective supplier, the first stop is typically a Website. Google commissioned research agency Millward Brown (www.millwardbrown.com) to run analysis on the importance of Internet search and search advertising in purchasing decisions across a variety of B2B verticals. According to the study, search engines were the first choice in the research / engagement phase. Purchasers search the Internet first when seeking a solution.

Figure 1: Choices During the Research/Engagement Phase

For the total choice, however, search engines were second to the manufacturer’s Website. Print service providers are primarily in the B2B space, and the Internet is where your B2B prospects and clients will be seeking information about your business. You need to be found… and when a B2B prospect finds you, your message needs to be right!