Seven Ways to Target B-to-B Technical Buyers
* product comparisons;
* downloadable info (PDFs);
* clear and easily found pricing;
* technical papers;
* case studies;
* rich media (virtual tours, video testimonials, videos of products in action); and
* your overall company philosophy.
5. Make yourself available. With nearly 90 percent of technical B-to-B buyers looking online, make your presence known, Hotchkiss said. Test to see where your company appears in Google searches. Become a part of the more targeted B-to-B search engines. If you’re migrating from an offline to an online environment, make your URL prominent in all your marketing materials (catalogs, press releases, business cards, etc.). Give technical buyers an incentive to go to your Web site, Manning suggested.
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