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
We would like to thank our five research partners that have made this study possible:
