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Posts Tagged ‘BuyerSphere’
Have you ever learned a second language as an adult? If so, you realize how hard it is to achieve fluency in it. Yet children seem to become fluent in languages effortlessly. Today, digital proficiency is just like another language. Some of us learned it as adults, and some of us grew up with it. In our research, together with that of others, we learned that native fluency in the language of online, referred to as being a Digital Native, can significantly alter online behavior. Digital Immigrants are those that adopted technology as adults. The divide between these two generations can affect everything from how email is used to how social connections are built and maintained. It also affects how they use online resources as B2B buyers. We look at the differences we discovered today, and look forward to what it might mean for B2B buying in the future.
Panelists:
Gord Hotchkiss – President and CEO, Enquiro
Rand Fishkin – CEO and Co-Founder, SEOmoz
Danny Sullivan – Editor-in-Chief, Search Engine Land
Ben Hanna – VP Marketing, Business.com
Chris Golec – CEO and Founder, Demandbase
View the archived webinar
We would like to thank our five research partners that have made this study possible:
Tags: B2B, BuyerSphere, Buying Funnel, Digital Native, Research
Posted in Research | Comments Off
Many vendors believe that a website is primarily for lead generation, but Enquiro’s research into B2B buying behaviors indicates that an effective web presence can not only effectively support the entire sales process, but can also build lifetime value with existing customers. Online provides the perfect platform to create an ongoing connection with both prospects and customers. Learn how to create clear persuasion paths online, how to use email and other online communication channels to start and maintain trust building conversations with prospects and how to create a virtual connection with existing customers to maximize long term relationships. We also explore the importance of the “digital portfolio”, a look at how your web presence today can extend far beyond the boundaries of your own website.
Panelists:
Gord Hotchkiss – President and CEO, Enquiro
Mark McMaster – Senior Planner of Technology/B2B Markets, Google
Matthias Blume – Chief Analytics Officer, Covario
View the archived webinar
Tags: B2B, BuyerSphere, Buying Funnel, Marketing, Research
Posted in Research, Uncategorized | Comments Off
B2B marketers have to consider the many ways a prospect touches a brand, its messaging and product offerings online. As research has shown, business buying can be very complex, often undertaken by a group of individuals and stretching over a long period of time. Successful marketers are able to help buyers along the way, while effectively reducing the risk gap that exists between the vendor and buyer.
What are the typical online paths that business buyers follow? How do they navigate between vendors’ sites, general search engines, directories, vertical search, and social networks? For the marketer, which mediums and channels work best, and in which order? How can engagement and momentum be carried over between touch points? What role does search marketing play in B2B, and how can it best be leveraged?
In this webinar, we take a closer look at Enquiro’s latest research on B2B online marketing and how it can be applied to two different sample companies for integrated, multi-channel online campaigns.
Panelists:
Gord Hotchkiss (presenter) – President and CEO, Enquiro
Ben Hanna – VP Marketing, Business.com
Matthias Blume – Chief Analytics Officer, Covario
Bill Barnes (moderator) – EVP Business Development, Enquiro
View the archived webinar–>
We would like to thank our five research partners that have made this study possible:
Tags: B2B, BuyerSphere, Buying Funnel, Lead Generation, Marketing, Research, Risk
Posted in Research | Comments Off
May 11, 2009 (11:00am Pacific)
1 hour including Q&A and roundtable discussion
Because of the complexity of B2B buying, an integrated approach to online and offline marketing provides a distinct advantage. Following the first installment of our series titled Mapping the BuyerSphere, this newest webinar takes a look online/offline approaches to sales, marketing, and building customer lifetime value. We examine these and how they apply in low, medium, and high buyer risk scenarios.
Using two different B2B companies as examples, we give practical integration tips and show how marketers may reduce buyer risk by effectively harnessing promotions, physical resources, thought leadership, and face-to-face opportunities.
Panelists:
Gord Hotchkiss (presenter) – President and CEO, Enquiro
Brian Carroll – Author of “Lead Generation for the Complex Sale”
Jon Miller – VP Marketing, Marketo
Chris Golec – Founder and CEO, Demandbase
Bill Barnes (moderator) – EVP Business Development, Enquiro
We would like to thank our five research partners that have made this study possible:
Tags: BuyerSphere
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Companies don’t like to take unnecessary chances. When it comes to B2B buying processes, ninety-nine percent of it is about mitigating company and professional risk. But how big are the risks, and what are they really made of?
In this opening webinar of our five-part series, we uncover the variables that affect purchasing decisions and introduce the BuyerSphere, a mapping approach to help marketers understand the business buyer. In this 60 minute webinar viewers will see two B2B companies as examples and watch as we map their product, market realities, and buyer characteristics.
Panelists:
Gord Hotchkiss (presenter) - President and CEO, Enquiro
Mark McMaster - Senior Planner of B2B and Technology Markets, Google
Ben Hanna - VP Marketing, Business.com
Matthias Blume - Chief Analytics Officer, Covario
Chris Golec - Founder and CEO, Demandbase
Jon Miller - VP Marketing, Marketo
Bill Barnes (moderator) - EVP Business Development, Enquiro
We would like to thank our five research partners that have made this study possible:
View the Archived Webinar
Tags: B2B, BuyerSphere, Buying Funnel, Research, Risk
Posted in Research | Comments Off
The concept of a funnel is used by marketers and sales people to bring order to the complex world of business buying decisions. It helps us set lead generation goals and forecast sales. Yet when looking deeper into individual buying scenarios, we notice that the progression isn””t always as rational as a tidy model suggests.
In this sneak peak at Enquiro”’’s soon-to-be released research on B2B buying behavior, we take a closer look at what happens inside the buying process and why an enhanced understanding of the “Risk Gap” in B2B buying is vital.
Panelists:
- Gord Hotchkiss (presenter) – President and CEO, Enquiro
- Mark McMaster – Senior Planner of B2B and Technology Markets, Google
- Ben Hanna – VP Marketing, Business.com
- Matthias Blume - Chief Analytics Officer, Covario
- Chris Golec – Founder and CEO, Demandbase
- Jon Miller – VP Marketing, Marketo
Moderated by Bill Barnes, EVP Business Development at Enquiro
Read the full Buyersphere series description
We recommend this webinar to:
C-level executives (CMO, CEO), VPs of Online Marketing, etc., as well as online marketing practitioners (in-house) and agencies.
View the Archived Webinar
Tags: B2B, BuyerSphere, Buying Funnel, Marketing, Research, Risk
Posted in Research | Comments Off
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