Optify recently released its 2012 B2B marketing Benchmark Report. While reading the executive summary, two apparently conflicting points jumped out at me: "Google is the single most important referring domain to B2B websites, responsible for over 36% of all visits." And: "Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of companies in the report discontinued their paid search campaigns during 2012." OK, what gives? How can search be the single most important referrer of traffic, yet fail so miserably as a marketing channel that many B2B marketers have thrown in the towel?