Searching is the second most popular online activity, second only to email, according to Patricia Hursh. She thinks B2B marketers should become more concerned with getting all they can from search engines for free and forget about the SEO investment and paid search budget. So, Hursh profiles several easy-to-use tools that provide insights into customers' needs, emerging market trends, and competitive market threats.
Web analytics tools are among those Hursh discusses because every year marketers spend millions of dollars on research to determine how consumers think, what they look for and their view of companies. She writes that marketers can glean much of this information from free search data.