Briefings Direct

What is the state of B2B search marketing? What are the business and technology drivers that make online search an emerging tool for business discovery and procurement? We put these questions to Forrester Research Senior Analyst Shar VanBoskirk and to Bryan Burdick, chief operating officer at ZoomInfo, to explore the new power of targeted, semantic-oriented business search and marketing. More product information, market research, and detailed business information is available online than ever. Yet general search engines do not always provide the detail, context, and semantic benefits needed to find the right business information fast. New vertical search engines are targeting the business consumer, or the "pro-sumer," and delivering ever more targeted results to the B2B searcher. Search-driven online marketing is also leveling the playing field for the little guys to compete against the big guys. B2B search provides a way for small, local advertisers to find the customers and other businesses that are actually looking for the services and products they provide. Learn more about future trends in B2B search and advertising in this sponsored podcast discussion, moderated by Interarbor Principal Analyst Dana Gardner. Read a full transcript of the discussion at http://briefingsdirect.blogspot.com/2007/03/transcript-of-briefingsdirect-podcast.html. Listeners are also invited to learn more about B2B advertising opportunities with ZoomInfo. Just go to http://www.zoominfo.com/adpodcast to learn how Zoominfo's business search portal provides a rich new online B2B advertising opportunity. Sponsor: ZoomInfo.