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DIGITAL MARKETING NEWS: IAB launches B2B search toolkit

The Internet Advertising Bureau B2B council has launched a Search for Business to Business toolkit as part of its new educational programme for B2B marketers.

The council has also elected Google's head of business markets Richard Robinson new chair of the council for the next 12 months. Robinson, who regularly blogs and writes for B2B Marketing, will act as the key spokesperson of the council and chair the monthly meetings as well as shape the agenda. Robinson will also focus on helping drive awareness of the council across the industry.

The IAB says the new educational programme and set of digital toolkits has been put in place to "combat the increasing lack of case studies and need for more education within the B2B industry."

The Search for Business to Business tool kit provides advice for B2B marketers in developing cost effective campaigns that drive sales as well as strengthen the brands online presence and is available via download from as well as being distributed via an IAB newsletter.

Robinson said, "The IAB B2B Council is in a unique position to share insight, knowledge and best practice in digital marketing to the B2B community. The Search toolkit for Business to Business provides tangible advice and insight to help companies build highly effective search marketing strategies. This tool kit is the first in a series of best practice resources that the IAB B2B Council will deliver during 2010."

Amit Kotecha, senior project executive at the IAB added: "The B2B market is using digital successfully however there are still areas which are not being exploited and a serious lack of case studies. This year the B2B Council has reformed with a view to educate the market and carry out a key piece of research which will help educate and grow the market. With a new chairman who has experience and knowledge in this area, the Council is in a great place to grow a market which is really eager to learn more about digital."