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We have recently completed our latest B2B webinar series on the BuyerSphere.
Here is a look a Gord’s recent interview with SEO-PR on The BuyerSphere Project.
Gord Hotchkiss, CEO Enquiro, discusses the BuyerSphere Project: Understanding B2B Buyer Patterns panel which he will be moderating at SES San Jose 2009. The Buyersphere Project examined the buying behavior patterns of marketers. Google, Covario, Business.com, Demandbase and Marketo, all sponsored the initiative. It was a three phase research project incorporating interviews with more than 100 BtoB buyers.
A survey was put together, 5 white papers and the goal was to discover how purchasing decisions get made within a company. Gord says it was previously thought that BtoB purchasing is based on rational decision making but this is not always the case. Gord suggests influences maybe online or offline but they all play a part in determining how purchasing decisions are made. Gord also discusses the advance of a generational shift in behavior, described as the "digital natives" and the "digital immigrants." Online usage differs between the two segments.
The BuyerSphere Project at SES San Jose
August 12, 4:00 – 5:15pm
- Gord Hotchkiss, President & CEO, Enquiro
- Mark McMaster, Senior Planner of B2B and Technology Markets, Google
- Ben Hanna, VP Marketing, Business.com
- Chris Golec, Founder and CEO, Demandbase
- Jon Miller, VP Marketing, Marketo
- Matthias Blume, Chief Analytics Officer, Covario
A major B2B research initiative, conducted by Enquiro with input from Google, Business.com, Covario, Marketo and DemandBase, showed that most marketers are not 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.