The BuyerSphere Project – An Interview With Gord Hotchkiss

Originally posted by Jeremy Victor on www.b2bbloggers.com. This interview has been reposted here with his permission.
The BuyerSphere Project puts into context all that is changing with B2B marketing and B2B buying behaviors and purchases. It goes in depth on virtually every topic affecting how business buys from business in a digital marketplace. The content of this book is the result of an extensive research initiative conducted by Enquiro with the support of Google, Marketo, Covario, Business.com, and demandbase. While I purchased a copy of the book at Amazon, Enquiro also graciously offers the the book as a free download at [...]

What would happen if you turned off all PPC advertising for a month?

We’re very pleased to be presenting a case study webinar in just over a week’s time with one of our clients, YouSendIt, titled The Opportunity Cost of PPC.
I had a chance to sit down with YouSendIt’s Director of Product Marketing, Angela Sanfilippo, at their office in California just before our latest B2B Expert Series: Face-to-Face event. We talked through the advances her team has made over the past few months with their paid search campaigns. This success has led to increased investment in SEM moving forward.
This webinar will be of interest to other marketers that have struggled [...]

What to Expect at Next Week’s B2B Expert Series: Face-to-Face

The Enquiro team is getting geared up for next Thursday’s marketer event in Northern California. Attendees to these events include fellow marketers from companies like Cisco, 3M, SAP, YouSendIt, MarketingProfs, and Symantec. The atmosphere is informal and the discussions in-depth.
We have a total of 7 speakers joining us for the half-day event. Graham Mudd, comScore’s VP of Search and Media will be arriving from SES Chicago to deliver the opening keynote. Gord Hotchkiss, Enquiro’s CEO, is currently moderating the Search Insider Summit in Park City, Utah. He will join us to present B2B buying research and show us highlights [...]

12 Questions B2B Marketers are Asking (or Should be Asking)

- blogging from SES San Jose, 2009 -
At a conference like SES, you’ll find search agencies, representatives from the search engines, consultants, bloggers, … and marketers. The marketers will fall into dozens of categories, by industry, company size, etc., and B2C and/or B2B. I’ve spent a great deal of time with B2B marketers over the last couple of years at trade shows like this one, as well as in sales calls, webinars and client meetings. These are some of the questions you will hear them asking in San Jose. They will come up in sessions, in the coffee line-ups, [...]

The Survival Guide for SES San Jose (top 10 things to do before going)

As I write this, thousands of us search marketing folks around the globe are packing our bags and getting ready to swoop into San Jose, California for the largest search engine strategies conference of the year, known by the industry simply as SES San Jose. Our company has been a part of these conferences for some time, but each show is a mixture of old and new. And for many of you who may be attending SES San Jose for the first time, here is something you may just want to bookmark and read during some downtime in [...]

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 [...]

What Age Is Your Customer? June 24 Webinar Explores the Digital Age Divide

I can hardly believe we’re only a few days away from wrapping up the BuyerSphere webinar series.  It has been quite a journey.  Since the beginning of April, we’ve been building this amazing package of webinars and research papers which go to the very core of B2B marketing.  Experts from Google, Business.com, Covario, Demandbase and Marketo have all contributed their unique experience and marketing advice. If you’ve missed them so far, you can still get the recordings and white papers at www.enquiro.com/b2bresearch.
Our final webinar in the series will be – in my opinion – one of the most fascinating and [...]

How Does Your Risk Fit Into My Funnel?

I had the pleasure of producing Enquiro’s recent webinar titled Beyond the B2B Buying Funnel. Being a B2B marketer myself, I’m quite fond of the funnel concept and use it to map things like lead volume vs. position in the sales/marketing cycle. An interview I conducted with Jim Sterne takes a look at funnels of different shapes and how they reveal demand generation ailments and successes.
But where does the funnel fall short? One of the main messages I’ve taken away is that we shouldn’t look to the funnel model to imply a clear top-to-bottom progression in the sales process. Gord [...]

Skittles Viral Campaign Holds a Mirror to Twitter

Original Post: http://www.marketingfinger.com/2009/03/skittles-holds-a-mirror-to-twitter/
Skittles, a candy produced by Mars Incorporated, created a bit of an online uproar on March 1 when they made a dead simple, yet effective change to their web home page, www.skittles.com. Instead of a rainbow-colored product site as one would expect, users saw a Twitter feed for the search term Skittles.  The page was superimposed by an intercept survey asking users for their age, and acceptance of a simple terms and conditions statement:
"Just a heads up: Any stuff beyond the Skittles.com page is actually another site and not in our control.  This panel may be hovering [...]

Writing and Promoting White Papers – an interview with Michael Stelzner

Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers. He has written more than 130 white papers for many of the world’s most recognized companies, including Microsoft, Dow Jones, FedEx, Motorola, Monster, Hewlett-Packard and SAP.
In this 17 minute interview, you’ll hear me ask Michael about white paper promotion from a b2b marketing perspective, including:

What prompted the book Writing White Papers?
 
Which promotional channels work best for white papers?
 
What is the life span of a white paper?
 
Should companies charge for white papers?
[...]