Gord Hotchkiss recently wrote an excellent 2 part series detailing the top 10 Rules him and his team (including me) has discovered in order to be successful with Search Engine Marketing for B2B organizations. Key takeaways mentioned in the articles include Analysis of Roles, Complex Sales Cycles, User Intentions as well as many more items. Here is his top 10:

1. Know Who is the Buyer and Who’s the Influencer
2. Realize What the Intent of the Researcher Is
3. Understand Complex Buying Cycles and the Possible Touch points with Search
4. Be Prepared to Build Relationships with Search Leads
5. Don’t Ask for Too Much Too Soon
6. Understand the Complexity of the Keyword Universe
7. Know the Roles of General and Vertical Search Portals
8. Realize that Education is a Necessary Evil
9. Be Prepared to Lose Control
10. Understand the Buying Process of Your Prospect, but Don’t Surrender to It

Source: Part 1, Part 2


On a related note, check out Enquiro's Free B2B WhitePaper. This research study details how search might be used on business to business transactions.