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B2B Webinar: Integrating Online and Offline Strategies
Thursday, May 07, 2009
At Enquiro, we are pleased to be working on a series of webinars for the B2B audience. Our recent Mapping the BuyerSphere ws so well received that we are continuing with our second installment next week.

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 at online/offline approaches to sales, marketing, and building customer lifetime value. We examine these approaches 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.
New Research on B2B Buying

With project partners Google, Business.com, Marketo, Demandbase and Covario, Enquiro's new primary research takes a fresh look at B2B lead acquisition and management strategy.

Business buying decisions are notoriously complex. Knowing why people do what they do has become an area of specialty for Enquiro. Multiplying the complexity of that question many times by making it an organizational buying decision including several people and corporate objectives, the entire process becomes extraordinarily convoluted and challenging.

Building on the past research presented by Enquiro on B2B buying behavior, this project takes a joint qualitative/quantitative approach to studying business buying. Through a series of webinars and whitepapers, marketers will get a new perspective on how to more effectively market to B2B purchasers. The findings point to actionable strategies and tactics as they apply to search marketing, marketing automation, online advertising, and the sales process itself.

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.

Sign up for the May 11th webinar

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posted by Jody @ Thursday, May 07, 2009  
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