The average channel partner isn’t making it easy for the typical B2B buyer to find them. While the first step most B2B shoppers take in their buyer’s journey is an online query for the solutions or services they need, most channel partners are failing to follow search engine best practices to make their brands easy to discover.
At the B2B Marketing Exchange: Next-Level ABM conference held last year, Janet Schijns, CEO of JS Group, a US-based channel consulting firm, spoke extensively about the need for channel marketers to help their partners optimize their digital presence for search.
