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Using Your Web Assets as a Business Building Platform

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

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Maximizing Your Online Touch Points

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:

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Beyond the B2B Buying Funnel

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

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