Have you ever learned a second language as an adult? If so, you realize how hard it is to achieve fluency in it. Yet children seem to become fluent in languages effortlessly. Today, digital proficiency is just like another language. Some of us learned it as adults, and some of us grew up with it. In our research, together with that of others, we learned that native fluency in the language of online, referred to as being a Digital Native, can significantly alter online behavior. Digital Immigrants are those that adopted technology as adults. The divide between these two generations can affect everything from how email is used to how social connections are built and maintained. It also affects how they use online resources as B2B buyers. We'll look at the differences we discovered today, and look forward to what it might mean for B2B buying in the future.

Many vendors believe that a website is primarily for lead generation, but Enquiro's research into B2B buying behaviors indicates that an effective web presence can not only effectively support the entire sales process, but can also build lifetime value with existing customers. Online provides the perfect platform to create an ongoing connection with both prospects and customers. Learn how to create clear persuasion paths online, how to use email and other online communication channels to start and maintain trust building conversations with prospects and how to create a virtual connection with existing customers to maximize long term relationships. We also explore the importance of the "digital portfolio", a look at how your web presence today can extend far beyond the boundaries of your own website.

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.

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 online/offline approaches to sales, marketing, and building customer lifetime value. We examine these 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.

The archived webinar will be available shortly.

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Companies don’t like to take unnecessary chances. When it comes to B2B buying processes, ninety-nine percent of it is about mitigating company and professional risk. But how big are the risks, and what are they really made of?

In this opening webinar of our five-part series, we uncover the variables that affect purchasing decisions and introduce the BuyerSphere, a mapping approach to help marketers understand the business buyer. Viewers will see two B2B companies as examples and watch as we map their product, market realities, and buyer characteristics.

The concept of a funnel is used by marketers and sales people to bring order to the complex world of business buying decisions. It helps us set lead generation goals and forecast sales. Yet when looking deeper into individual buying scenarios, we notice that the progression isn’t always as rational as a tidy model suggests. In this sneak peak at Enquiro’s research on B2B buying behavior, we take a closer look at what happens inside the buying process and why an enhanced understanding of the “Risk Gap” in B2B buying is vital.

How do SEO and PPC teams work together on achieving joint targets? What real estate, like the Golden Triangle or “top shelves” of the search results page, can the marketer control? On December 18, B2B search marketing agencies, Enquiro and Covario, presented tactics and demonstrated how they best leverage one another based on real life examples.

Google’s Mark McMaster, Senior Planner for B2B and Technology Markets and Enquiro’s President Gord Hotchkiss discuss joint research by Google and Enquiro on the brand effect of search. The presenters also show practical examples of what the research findings mean for B2B marketers when it comes to sponsored search, SEO and marketing strategy. See

Within the marketing function, organic and paid search will often be locked away in separate categories. The break sometimes has less to do with oversight and more to do with the evolution of these marketing roles. Our expert panel looks at how CMO's can help break down needless barriers between SEO and PPC teams while increasing efficiency and effectiveness of search in general.

A website redesign is a significant milestone in any online marketing strategy. The redesign will involve numerous stakeholders, complex timelines and often large budgets. Yet many companies miss a tremendous opportunity by not involving the right partners before critical decisions are made in the redesign process. In this 60 minute webinar, we look at how search marketing fits into the big picture.

Despite economic pressures which have brought cuts to marketing budgets, markets’ search budgets are continuing to grow. This is due to the relative high returns, on average, that organic and sponsored search can generate. When it comes to Pay-Per-Click advertising campaigns, what separates the high performers from the money wasters? How can online marketers make the most of the channel?

Based on the success of our first webinar in the B2B series, Coaxing the Conversion Part II will see a panel of marketing experts analyze website landing pages. We discuss what business to business purchasers look for at various stages of their buying cycle, and how landing pages can best be designed to match buyers' expectations.

In this 50 minute recorded event catered to B2B online marketers and web analytics practitioners, attendees learn what B2B marketers want to measure and how to get the results you want. Our panel of experts discuss the power of using A/B and multivariate testing to measure the effectiveness of search marketing campaigns, online advertising and email campaigns.

In this 60 minute recorded event catered to B2B online marketers and sponsored search strategists, attendees will learn what recent research and best practices tell us about using brands to leverage quality conversions. Panelists will also discuss how the B2B buying cycle is impacted by sposored search.

In this 50 minute recorded event catered to B2B online marketers and web designers, attendees will learn what the latest research tells us about landing page content and layout. We reveal what business to business purchasers look for at various stages of their buying cycle, and how marketing campaigns should be adjusted accordingly.

Gord Hotchkiss, Enquiro and James Lamberti, comScore
In this webcast, we discuss how marketers us search in the strategic planning phase - from creating a demographic profile of their ideal customer, to sizing the opportunities in the market.

Presented by Search Marketing Now and sponsored by comScore.

Have you ever wanted to be more relevant to your B2B audience, but didn't know their role as a buyer and where they are in the buying cycle? Gord Hotchkiss of Enquiro and Wes Funk of Omniture talk about keys to give searchers what they really want.

On December 11, 2007, some of the leading figures in search marketing and user experience met for a one-of-a-kind interactive event. There, with a hand-picked Search 2010audience of industry leaders, we listened to the group of individuals who have literally defined the search experience as we know it and who will likely play a role in its future.

In this webinar, “Marketing to a B2B Technical Buyer,” Enquiro CEO, Gord Hotchkiss, and Kellysearch.com marketing development manager, Phil Manning, take the guess work out of reaching and engaging with technical purchasers.

Presented by Kellysearch and Enquiro Research.

Enquiro recently released its 2007 B2B Survey, detailing how B2B search behavior is influenced by the the role of the buyer and the phase of the buying cycle. In this 45-minute recorded webinar, Enquiro CEO Gord Hotchkiss and ZoomInfo COO Bryan Burdick dig into the survey's results and discuss how the B2B search marketing landscape is changing.