IAB B2B council appoints Google’s head of business markets, Richard Robinson as new chair to oversee initiatives for 12 months.
Robinson has 15 years experience and has led a considerable amount of strategic marketing initiatives across various businesses. Prior to Google he was vice president at IDC.
The B2B council is built up of 8 companies drawn from leading agencies, advertisers and media owners and aims to further demystify digital marketing for B2B companies as well as promote best practice within the industry. The councils’ remit is centred on education and promotion of knowledge sharing, best practice and thought leadership to the B2B marketing community and developing key resources to support this. The new educational programme and set of digital toolkits has been put in place in order to combat the increasing lack of case studies and need for more education within the B2B industry.
As such, the main objective of the Search for Business to Business toolkit is to help educate as well as inspire marketing departments to develop highly effective search marketing strategies. The tool kit provides essential advice for B2B marketers in developing cost effective campaigns that drive sales as well as strengthen the brands online presence.
Richard Robinson, head of Business Markets, Google says; “The IAB B2B Council is in a unique position to share insight, knowledge and best practice in digital marketing to the B2B community. The Search toolkit for Business to Business provides tangible advice and insight to help companies build highly effective search marketing strategies. This tool kit is the first in a series of best practice resources that the IAB B2B Council will deliver during 2010.”
Alastair Douglas, Head of Marketing & Analysis, www.SimplyBusiness.co.uk; “Online search marketing techniques can be just as important to businesses within the B2B sector as others. However, due to the often increased complexities of products or services and longer purchase consideration cycles, many businesses don’t know how to apply so-called best practice techniques to make them work for their business. This guide has been developed to help address those specific issues that those who operate in the B2B sector struggle to overcome”
Amit Kotecha, senior project executive at the IAB says: “The B2B market is using digital successfully however there are still areas which are not being exploited and a serious lack of case studies. This year the B2B Council has reformed with a view to educate the market and carry out a key piece of research which will help educate and grow the market. With a new Chairman who has experience and knowledge in this area, the Council is in a great place to grow a market which is really eager to learn more about digital.”
