Will SEO finally put corporate marketing jargon to rest? Could public relations professionals be on the brink of securing universally clear and concise messaging at last?

The Web is an undeniable force when it comes to marketing, but this puts corporate jargon and marketing speak in quite a predicament. The vague terms and complex — yet meaningless — phrases that organization leaders have hidden behind for years to avoid establishing definitive messaging will not bid them well on the web. Although it may have never made good business sense to describe a product or service as an “innovative solution,” it may become a bit clearer to organizations when they realize that they aren’t making friends with search engines using such indirect and empty language.

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Experts predict that 5 percent of direct-to-consumer Web advertising will come from the pharmaceutical sector, an industry known to be on marketing’s leading edge. Yet a quick survey of pharma sites shows many companies still far behind. Is it any surprise then that many B2B companies – a collective not particularly known as early adopters – are still stuck in Web 1.0? That needs to change.

Today’s business buyers expect more from B2B Web sites. From their experiences with consumer sites, they now expect continually fresh content and the chance to interact with suppliers via their sites. Smart B2B marketers have made big changes to their Web sites to build their brand and give buyers valuable and varied information – fast. Videos make product offerings more attractive, podcasts share thought leadership, blogs put a human face on the company, and business networks help form communities in niche markets and keep them connected.

Business buying no longer starts with sales reps – it starts with your Web site. You only get one chance to make a good impression on buyers to get the relationship off to a good start. Otherswise, they’ll find what they need from your competitors.