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What B2B Marketing Can Learn from B2C

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Presented by:

Ben Hanna
Vice President Marketing
Business.com

Ben Hanna Ben is Vice President, Marketing for Dex One Interactive, where he oversees online marketing, communications and social media for local search leader DexKnows.com and the top B2B online directory and business buying resource, Business.com. Drawing on his more than 12 years of experience connecting business buyers and sellers online, Ben blogs about B2B online marketing topics and recently led Business.com's 2009 Business Social Media Benchmarking Study, the largest study to date of business social media usage involving nearly 3,000 North American respondents.

Bill Barnes
EVP, Business Development
Enquiro

Bill Barnes Mr. Barnes is a marketing veteran who has been in the marketing, advertising and promotion industry for over 20 years, the last 10 of which have been focused on Search Marketing. He co-founded Enquiro along with Gord Hotchkiss in 1999. Mr. Barnes is a featured speaker at events presented by Search Engine Strategies, Ad-Tech, Jupiter Media, SIPA, Forrester Research and Frost and Sullivan. He has also conducted workshops designed for Marketing, Editorial and Public Relations departments. Bill has extensive experience in setting up and implementing Search Marketing and Research campaigns for such companies as AIG, AT&T, IBM, HP, Lexis/Nexis, Siemens and Grainger and strives to always help companies succeed in Search.

Enquiro is a full-service search marketing agency, specializing in B2B tech markets. The company, operating since 1999, uses a research-based consulting methodology to deliver SEO, PPC and Usability services for some of the world’s best known brands. To support its work as a search agency, Enquiro has conducted and published the results of multiple studies on B2B buyer behavior and user engagement with search engines, including eye tracking methodologies.

Business.com is the leading online resource for business purchasing decisions, serving more than 40 million business users and thousands of advertisers every month. Business.com helps business decision makers quickly find what they need to make informed purchasing decisions, and enables business-to-business marketers to reach this valuable business audience. Business.com also features the Internet's largest collection of business content with more than 35,000 expert business guides.

B2B marketers will often contrast business-to-business marketing strategy with its B2C marketing sister to better define B2B marketing applications. This approach, however, leads one to assume successful marketing strategy is strictly confined to a B2B or B2C silo.

Learn from industry veteran Ben Hanna (working with Business.com, and Dex One Interactive) as he shares key insight on how B2B marketers can and should be learning from B2C.

We'll cover:

B2C and B2B approaches to Social Media (including data from recent Business.com study with nearly 3,000 North American businesses)
Complex purchases in B2C and how they parallel B2B
The sales process based on persuasion, reciprocity, empathy and scarcity (taken from Enquiro's BuyerSphere Project study)
Typical breakdown of marketing budgets in B2B and B2C
Branding in B2C: What can B2B marketers learn?

This 30-minute webinar is geared toward B2B marketing executives, including marketing managers, directors and marketing VPs.

We anticipate high demand for this event.

Registration is limited to the first 1,000 people to sign up and early registration is recommended.

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