Your corporate image is one of the most valuable assets of your company, be certain that your B2B Search Engine Marketing (B2B SEM) efforts (or non-efforts) are creating the positive, professional first impression that accurately reflects your corporate image.
To properly evaluate the effectiveness of your B2B SEM efforts - begin by clearly identifying who your main target audience is. While you may be perfectly aware of the companies your firm is targeting - you also need to know which individual positions within those firms you are targeting. Identifying your target audience will allow you to clearly understand how your website needs to successfully present your corporate message. Take a look at your site, is it designed for your target audience? What is your target audience looking to find on your site? Will your target audience find what they are looking for on your site in a clean, simple, logical manner?