Guest post by Steve Fleurant.

Ask a B2B marketing team to inventory its web presence and the list will be familiar: the website, the blog, the LinkedIn company page, the review presence on G2 or Clutch, the paid search program, perhaps a marketing automation stack humming underneath.

Ask the same team who owns the company’s Google Business Profile, and the answer is frequently a pause — followed by the discovery that nobody does, that the listing was auto-generated years ago, and that its photos consist of a Street View image of the office park.

That pause is a measurable gap in an otherwise sophisticated presence. The premise of web presence optimization is being visible everywhere buyers look, and B2B buyers look in more local places than most B2B marketing plans acknowledge.
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