Are you taking full advantage of the online advertising space your company has on association, trade show, yellow pages and other industry listing sites? Many B-to-B marketers aren't. In fact, Craig Keefner, manager of Kiosks.org a business and information site for the interactive kiosk industry (not to be confused with Kiosk.org) says, "It's amazing to me how many times I have to tell a member that they don't have banners or features in place when they own real estate on our site."

Many B-to-B marketers are incredibly busy, so perhaps getting banners, white paper links and other online marketing materials out to sites they are affiliated with isn't a top priority. However, Keefner says it's worth making the extra effort, "I watch the stats. The companies that work the channel systematically will get five to 20 times the response." Keefner also told us that about 30-40% of the RFPs his members received through their postings at his site culminated in sales averaging in the six figures. Conclusion: it's worth putting the extra effort into any listings your company has online!