The Power of Search Within a Complex Sales Cycle

by Roxanne Lott via Marketing Profs

Now that we know that 85% of B2B customers use the Internet at some point during the buying process, why is it that so many business executives still contend that online marketing “doesn’t work” for businesses with enterprise solutions or complex sales cycles?

Are Businesses Too Slow to Adapt?

When the Internet first started taking hold in the late ’90s, the sites that were best known were retail sites. Could it be that’s still influencing our perception of who should advertise online? Or is it simply that it’s easier to continue down a path that’s well-known and comfortable (traditional advertising and marketing), versus taking a chance on something that’s less familiar but may ultimately be yield better results?

Whatever the reason, we now know that online marketing, and specifically search engine marketing, is highly effective in driving sales for businesses with complex sales cycles.

Continues @ http://www.marketingprofs.com