B2B Buyers Use Search

Over eight in 10 US technology buyers begin their research for information on a major search engine, according to KnowledgeStorm and MarketingSherpa's "Connecting Through Content, Issue Two: Content Distribution — Where Information Intersects With Interest" report, fielded in April 2007.

Over half of buyers scan three to five pages of search results on average. Only 11% stop at the first page.    

Over half of buyers read sponsored links "frequently" or "sometimes." Just over a third click on such links "frequently" or "sometimes."

Some 14% of technology buyers said they frequently read sponsored links, and 6% frequently click on them. Nearly four in 10 technology buyers "sometimes" read the sponsored links, and 28% "sometimes" click on them.

Nearly two-thirds of B2B marketers use a paid ad strategy to place their content on search results, and about the same proportion have a strategy for ensuring high organic/natural placement on search engines.

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