Specialized B2B search offers hope of segmenting data

04/13/2012 | MediaPost Communications

Trying to rework consumer-focused digital marketing best practices for B2B remains challenging, writes Gord Hotchkiss. The fragmentation of the digital market makes tools such as comScore or Hitwise impractical for most B2B marketers, and B2B and B2C search data via Google are largely the same and very difficult to segment. B2B search specialists such as ThomasNet, GlobalSpec or KnowledgeStorm offer a ray of hope, he writes.

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