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BuyerSphere Project Unveiled at Search Engine Strategies San Jose 2009
Thursday, August 06, 2009
Next week marks one of my favorite search related conferences of the year with Search Engine Strategies (SES) San Jose taking place at the McEnery Convention Center in San Jose. Now in its 11th year, SES SJ will be packed with 70+ sessions covering PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization and usability.

Enquiro will be leading a session on "The BuyerSphere Project" on August 12th.

The BuyerSphere Project: Understanding B2B Buyer Patterns
Join Gord Hotchkiss and panelists at SES San Jose August 12th (4:00 – 5:15pm, B2B Track).

A major B2B research initiative, conducted by Enquiro with input from Google, Business.com, Covario, Marketo and DemandBase, showed that most marketers aren't effectively leveraging online assets to their best potential. Among other things, the notion of a strictly followed, traditional buying funnel is simply not accurate in many instances, risk dictates buying behavior, search is incredibly important as an integrator across online and offline channels and face-to-face persuasion is still necessary in many high risk, complex purchases.

Meet and Greet

Conference attendees can also drop by the Business.com booth (#515) at SES San Jose on Wednesday, August 12 at 10:30am for a chance to meet Gord Hotchkiss, Ben Hanna and other panelists from the B2B BuyerSphere series. We will also be handing out copies of a brand new book based on the research, a compilation of the papers titled The BuyerSphere Project.

The session on the BuyerSphere Project features some great insight into understanding B2B buying patterns. The BuyerSphere project looks at how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated and the part search plays as a major influencer. This panel will review the research from over 100 face-to-face interviews, hundreds of eye tracking sessions and over 3,000 survey responses in total. The project represents a major step forward in understanding B2B buyer patterns and the part online marketing can play in influencing them.

As a sneak peek check out:
Mapping the BuyerSphere Webinar from Enquiro
Building Digital Assets: Latest Enquiro Webinar on The BuyerSphere
The Rise of the Digital Native: Live Blogging Enquiro Webinar

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posted by Jody @ Thursday, August 06, 2009  
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