What Makes Search So Strategic For B-To-B?

Serious business-to-business marketers are taking notice of their companies' search engine performance. And for good reason: several recent studies have shown that a large majority of B-to-B buyers begin their research into new technologies or products by going to a search engine. More importantly, they're finding that prospects are using search at all parts of the buying process - not just the end, when search functions as a virtual catalog or Yellow Pages for ready-to-buy prospects, but also at the beginning, when they're looking for possible solutions to the problems or issues they are confronting.