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As B2B marketers, we wanted to offer a unique approach to our colleagues to consider
other sources of traffic they might have previously ignored. We took the expertise of online
publishers and applied it to B2B marketing. Since B2B marketers operate in a relatively
well-defined market, they have the ability to prepare for breaking news events like product
announcements and press releases, and take advantage of the ways the media covers these
events and how the search engines treat them.