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Building Digital Assets: Latest Enquiro Webinar on The BuyerSphere
Friday, June 12, 2009
Earlier this week, we at Enquiro conducted our latest webinar of our B2B Expert Series entitled: The BuyerSphere: Business Building Digital Assets. If you missed it, you missed a good one. The main focus of the webinar was about maximizing your online touchpoints where we discussed:
  • your digital portifolio and how to leverage it
  • scan patterns on websites
  • intent clustering
  • supporting the sale
  • navigating the Doer/Buyer Risk Gap
  • leveraging email communication
  • building lifetime value from clients
Panelists included:

Gord Hotchkiss - President and CEO, Enquiro
Mark McMaster - Senior Planner of Technology/B2B Markets, Google
Matthias Blume - Chief Analytics Officer, Covario

Now more than ever, the importance of building your digital portfolio rings true. With the online world and ever changing technology, there are many touchpoints that can be leveraged to interact with your prospects and target audience throught their buying cycle. From blogs to mobile and social media, at the core of your very online existence is your website.

The webinar also discovered the difference intent makes when people search and visit a web properety. When they are looking for information and are conducting general research, they tend to scan pages all over the place, as opposed to when they are conducting a more focused search where they scan less areas of the page honing in on navigation and copoy thta speakes directly to them. If you do not provide this navigation or copy, you're bound to lose them.

Quite often when people are looking for information online and visit a website, they are looking to do one of three things:
  • order
  • compare prices
  • obtain additional product information
Yet it is important to remember that there are two types of searchers in the BuyerSphere, the "Doer" and the "Buyer" each with their own intent when going online. There is also different forms of risk with each type of searcher and there is a wider risk gap during the "hand off" from the doer to the buyer.

The Doer
  • needs definition - product evaluation
  • budget check
  • solution visualization - differentiated value
  • benefit analysis - ease of adoption/gains in productivity
The Buyer

The buyer on the other hand goes online to:
  • perform a vendor check - vendor reliability
  • gain social proof - past experience in the industry
  • find detailed pricing - pricing terms
  • obtain info about things such as contract terms - payment terms
This is where intent clustering becomes important. With intent clustering you need to:
  • have intuitive geadlines
  • provide relevant graphics
  • utilize descriptive headings
  • incorporate short bits of text
  • use bullet lists for persuasive elements
The Webinar discussed the importance of supporting the Entire complex sale.

Notice that as the searcher gets closer to the purchase phase, that the importance of 'About Us" information on your web properties becomes more important?

The fact of the matter is that when it comes to long term importance, having an effective Web presence is fourth on the list behind value, service and reliability but ahead of preferred vendor, industry leader and legacy. Building your digital assets is a must for continued success in your industry. Being a late adopter and failure to build your digital portfolio can mean playing catch up to your competition and a struggle in regaining market share in your industry.

For more information on this webinar, check out: The BuyerSphere: Building Digital Assets

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posted by Jody @ Friday, June 12, 2009  
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