Our B2B advertisers rarely make an “either-or” comparison between advertising on general search engines and Business.com. They realize that both are essential for reaching business buyers online throughout the buying process:

General search engines provide traffic volume and often that “last click” navigational search visitor from a branded term. ~69% of the US adult population used a general search engine in January ‘09 (comScore) so search marketers need to figure out which general search engines work best – your survey contributes to the knowledge here.

Business.com – a searchable directory + 30k business how-to guides – provides access to a high quality, concentrated audience of business buyers actively looking for solutions but who have not yet decided on a specific product/service/vendor. Lower traffic volume than from general search engines, of course, but very good CPA given audience quality.

For search marketers, I think it always comes down to the most effective ways to reach your target audience online throughout the buying process. Sites like Business.com, other vertical directory or search sites, etc. are places people go beyond general search engines to learn more but are not used or thought of as substitutes for general search engines. Again, its not “either-or”, its “and” when thinking about tier 1 general search engines and a vertical site like Business.com.

@ Durward: Thanks.