B-to-B Search Marketing

BMA's Orange County Luncheon Series

B-to-B Search Marketing Strategies

Starting or improving a B-to-B paid search marketing program can be a considerable challenge because the industry is rapidly evolving. The differences between B-to-C and B-to-B strategies and tactics are not well articulated, and much of the tactical focus is on the "Big 3" (Google, Yahoo, Microsoft) general search engines - where business buyers often start their search - and not on the wide range of general or niche business sites which attract buyers closer to the point of purchase.

This session provides a broad overview of search strategy specific to Business-to-Business (B-to-B) environments, including paid search marketing opportunities, challenges, tools and best practices. You'll walk away with a new, more useful perspective on B-to-B search marketing as well as best practice advice to drive immediate impact.

About the Speaker

Ben Hanna serves as Vice President of Marketing for Business.com. He brings more than 10 years experience leading B-to-B marketing efforts from both the agency and company perspectives.

Ben was previously at eBay where he led the team responsible for driving B-to-B trade on eBay. Prior to eBay Ben was Vice President, Marketing for IronPlanet, a leading online marketplace for used construction equipment. He also co-founded a B-to-B strategic marketing agency.

Ben holds a Bachelor of Arts in Psychology from the University of Michigan and a Ph.D. in Business from Stanford University's Graduate School of Business.