Seven Ways to Target B-to-B Technical Buyers

* User: These buyers work regularly with the product or service, and can sway decision makers with recommendations.

* Coach: These buyers could be CEOs, presidents, vice presidents or other management positions, but generally are never in more than one role at a time.

2. Focus on their intent. Know why they go to the search engine in the first place, Hotchkiss said. He noted that early in the buying cycle, technical buyers often focus on organic search results. But as they move through the buying stages, they tend to shift to the purchased, sponsored links. Determine which search terms are driving the most quality traffic to your site, and consider investing in placement for those keywords.