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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
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