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Integrating Online and Offline Strategies

Length: 60 minutes

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 webinar takes a look at online/offline approaches to sales, marketing, and building customer lifetime value. We examined these approaches and how they apply in low, medium, and high buyer risk scenarios.

Using two different B2B companies as examples, we gave practical integration tips and showed how marketers may reduce buyer risk by effectively harnessing promotions, physical resources, thought leadership, and face-to-face opportunities.

The live event was moderated by Bill Barnes and featured the following panelists:

Gord Hotchkiss - CEO, Enquiro
Brian Carroll - Author of Lead Generation for the Complex Sale
Mark McMaster - Senior Planner of B2B and Technology Markets, Google
Jon Miller - VP Marketing, Marketo
Chris Golec - Founder and CEO, Demandbase

New Research on B2B Buying

With the project partners Google, Business.com, Marketo, Demandbase and Covario, Enquiro’s new primary research takes a fresh look at B2B lead acquisition and management strategy.

Business buying decisions are notoriously complex. Knowing why people do what they do has become an area of specialty for Enquiro. Multiplying the complexity of that question many times by making it an organizational buying decision including several people and corporate objectives, the entire process becomes extraordinarily convoluted and challenging.

Building on the past research presented by Enquiro on B2B buying behavior, this project takes a joint qualitative/quantitative approach to studying business buying. Through a series of webinars and whitepapers, marketers will get a new perspective on how to more effectively market to B2B purchasers. The findings point to actionable strategies and tactics as they apply to search marketing, marketing automation, online advertising, and the sales process itself.

"The consensus here is that your webinars are by far the most engaging and valuable of any we've attended. "

Lance Loveday
CEO 
Closed Loop Marketing

Presented by:

Gord Hotchkiss - President and CEO, Enquiro Search Solutions, Inc.

In understanding search user behavior, no one is a more respected voice than Gord Hotchkiss. He and the research team at Enquiro have built a solid reputation as the leading experts in understanding not only what happens on a search portal, but also why. Gord's voracious personal curiosity extends into areas as diverse as neurology, psychology, genetics, sociology and anthropology, always with the goal of understanding why we do the things we do and what that means for marketing strategy.

In addition to being the CEO and co-founder of Enquiro, Gord is a director and the past Chairman of SEMPO, a columnist for MediaPost and Search Engine Land, a regular presenter at all the industry shows and a popular keynote speaker.

Brian Carroll - Author of "Lead Generation for the Complex Sale"

Carroll is the CEO of InTouch and the author of Lead Generation for the Complex Sale. Caroll’s B2B Lead Generation Blog was named the Best B2B Marketing Blog by MarketingSherpa readers and is read by thousands each week. He has been profiled and is regularly quoted in publications such as Business Week, BtoB Magazine, Selling Power, The Wall Street Journal, CMO Magazine, Target Marketing, Inc. magazine, Marketing News, DM News, Marketing Profs, MarketingSherpa, Software CEO, and Rain Today.

Brian Carroll, Author of Lead Generation for the Complex Sale

Brian Carroll Carroll is the CEO of InTouch and the author of Lead Generation for the Complex Sale. Caroll’s B2B Lead Generation Blog was named the Best B2B Marketing Blog by MarketingSherpa readers and is read by thousands each week. He has been profiled and is regularly quoted in publications such as Business Week, BtoB Magazine, Selling Power, The Wall Street Journal, CMO Magazine, Target Marketing, Inc. magazine, Marketing News, DM News, Marketing Profs, MarketingSherpa, Software CEO, and Rain Today.