Search engine optimisation (SEO) can yield great results for business-to-business products in comparison with other marketing tools such as paid search, according to a report by Marketing Sherpa.

The research also found that more leads from SEO are considered "high quantity, high quality" than those for paid search, while the number of "low quantity, low quality" leads remained the same.

Sam Tilston, online marketing director and SEO expert at Zoombits, said that customers trust the natural search returns more than they do the paid search listings.

"Search engine optimisers can further capitalise on this by optimising for long tail keywords," he added.

"For example, "buy blue candle" will yield a very targeted and high quality lead rather than optimising for just the term "candle"."

Mr Tilston went on to say that social media is also particularly suited to business-to-business marketing, as it is an effective brand builder and customer relationship management system.