Gord Hotchkiss Interview and Preview to SES San Jose

As a preview to the upcoming Search Engine Strategies conference in San Jose, Byron Gordon of SEO-PR caught up with our CEO & President, Gord Hotchkiss. Gord will be presenting at the search marketing conference as part of its B2B & Vertical track on August 12. He will be joined in person by the same B2B panel of experts that participated in our popular webinar series.

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.

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.

For more background the B2B marketing webinar and white paper series, see www.enquiro.com/b2bresearch.