![cat[&]tonic](https://cat-tonic.com/wp-content/uploads/candt_logo-rw.png){kind=logo}
As B2B marketers, we need to know a lot of stuff. Sure, we need to be experts in our own industry. But that’s just the tip of the iceberg. We’ve got to be experts in our clients’ industries as well. For B2B marketers, this can be especially challenging since our clients tend to feature products and services in some highly specialized niche markets. For example, at our agency, we’ve marketed everything from industrial winches, to gas station fuel pumps, to speech analytics services—plus a lot of other things we didn’t know much about until we dug deep and did our research.
Obviously, our clients are invaluable when it comes to getting us up to speed on their products and services. But to further enhance our education, we often find ourselves turning to where else? The Internet. In particular, good old Professor Google.
And so, we were lucky to come across a fascinating article written by a couple of professional Google researchers. In it, the authors explain how people typically search for information, and they offer great suggestions on how to improve your search to get better results. According to the authors, small changes in how you search can go a long way toward finding better answers. And we concur. In our experience doing research, it’s important to go beyond the surface – ask a lot of questions, be skeptical, and look for credible sources in order to find information that yields insights.
It’s a worthwhile read that might save you some time and frustration. Check it out here.
About the Author: Mark Zukor
More posts
Around the Agency – April 2026 Edition
An inside look at our latest explorations and undertakings. A beautiful day in the North Loop neighborhood Megan joined the North Loop Association Business Summit this month—bringing [...]
Clarity under pressure
In an era of accelerated consequence, the brands that endure are the ones whose meaning holds. When skepticism becomes behavior Why consequences now arrive faster Consumers build mental [...]
Brand as infrastructure
Identity as an operating system, not a performance Brand is one of the most discussed concepts in business—and one of the most consistently misdiagnosed. It is treated as expression, [...]
