Below are other articles I've written about search engine marketing, many featuring specific advice for B2B campaigns.

• 5 Reasons for B2B Search Engine Marketing:
  Explains why a search marketing presence is necessary for B2B companies.
• 3 Reasons to Hire a Search Marketing Consultant:
  Three quick and compelling reasons why hiring a search marketing consultant is in your best interest.
• B2B Search Marketing Lead Gen Best Practices:
  Covers 6 steps to increase the performance of your lead generation campaigns.
• 4 Elements of B2B Online Marketing Campaigns:
  An overview of 4 possible elements on online marketing for B2B companies, all of which can be achieved through variations on search engine marketing.
• B2B Pay Per Click Search Engines:
  An article for those ready to add to the mainstays of Google AdWords and Yahoo Search Marketing. Provides a concise list of B2B search engines that should be considered for expansion.
• Importance of Negative Keywords:
  An often forgotten part of search engine marketing optimization, negative keywords are a great way to limit your exposure and, thus, increase your ROI from qualified prospects.
• 4 Ways to Reduce Customer Anxiety:
  Details 4 quick things you can do to improve your conversion rates by making your website more appealing, and less anxiety causing, for your prospective customers.

These are the elements of B2B online marketing which can be managed and optimized in much the same way as pay-per-click search engine marketing. This quick overview explains the different elements and their benefits.

Search Engine Marketing
Advertise on any of the three top tier search engines: Google AdWords, Yahoo Search Marketing, and MSN adCenter in order to reach out to prospective customers as they search for your product. Pricing is based on the pay per click model. Advertisements are text ads linked to the keywords your potential customers are using on search engines every day. This method is particularly targeted because the searchers have specifically indicated their intent and readiness to interact with a company related to their needs.

Advertising on search engines is a great opportunity to reach out to business customers since 65% begin their research on a search engine. Additionally, 77% of B2B buyers choose Google when looking for technology information, making it by far, the most important opportunity for B2B companies.

B2B Search Engine Marketing
Certain search engines cater to a more elite group, delivering a primarily business audience, making it easier to reach out to your core prospect. These search engines have a smaller reach, but are often great additions to an already successful search engine marketing campaign. Engines include Business.com, IndustryBrains, Quigo, KnowledgeStorm, and more. Pricing can be based on a cost per click (CPC) or cost per impression (CPM) model.

Content Networks
Content Networks blend the best of both worlds: search and reach. These networks, provided by all of the major and many of the minor search engines, allow you to target people when they're browsing the web instead of searching on a search engine. This form of advertising is highly targeted since the ads are placed on particular pages based on relevancy, which is determined by crawling pages to see if they match up to the keywords you've pre-selected. This significantly expands your reach while also maintaining relevance to your target audience. Pricing can be based on a cost per click (CPC) or cost per impression (CPM) model. Advertisements are usually text ads, but image banners can also be employed.

Placement Networks
Placement Networks are an extension of the Content Networks which are unrelated to keyword advertising. This method allows you to select individual sites on which you'd like to advertise, providing both a direct marketing and branding opportunity. While relevancy is lower, since the specific page may not be related to your product or service, Placement Networks allow you to reach out to your target audience based on the sites they frequent. And, by advertising on high profile sites such as Information Week, eWeek, CNN, and many more, you gain the benefit of branding off these well thought of sites. Pricing can be based on a cost per click (CPC) or cost per impression (CPM) model. Advertisements are usually text ads, but image banners can also be employed. This method fits in with the more traditional online advertising techniques, but does so with a much higher level of tracking and without any contracts or minimum fees required.