Omniture, Inc. released a study concerning B2B marketing and some of the differences between marketing to businesses and marketing to consumers.
The first conclusion of the study was that by 2008 online marketing will be the No. 1 media for business-to-business campaigns.
Secondly, the major differences noted between marketing to 
consumers and businesses is that consumers buy on impulse and on whether the buy will bring them status, businesses on the other hand buy more based upon a lot more research of the product or service.
The report also said that close to 50 percent of decision makers spend a minimum of 5 hours a week doing that research. Another 89 percent say that online content has a medium to major effect on making decisions on what vendors to use.
Overall, they look at all the data they receive and evaluate the risks and what it implies, while looking to see if there are better routes to take. Our marketing efforts have to reflect that difference.
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