Integrated Persuasion: Online and Offline

Integrated Persuasion: Online and Offline

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.

Download White Paper

We would like to thank our five research partners that have made this study possible:

The BuyerSphere Series:

Webinars

Beyond the B2B Buying Funnel - view archived webinar

Mapping the BuyerSphere - view archived webinar

Integrating Online and Offline - on-demand version coming soon

Maximizing Your Online Touch Points - view archived webinar

Using Your Web Assets as a Business Building Platform - June 9

The Rise of the Digital Native: B2B Buying in Flux - June 24

White Papers

Mapping the BuyerSphere - download now

Integrating Online and Offline - download now

Maximizing Your Online Touch Points - download now

Using Your Web Assets as a Business Building Platform

The Rise of the Digital Native

In this second paper of the BuyerSphere series, we look at the power of face-to-face when businesses sell to other businesses. As a company engages with prospects, there are numerous ways to leverage online marketing, digital correspondence, and face-to-face meetings. Some parts of the process are much more effective in person, while others aren't. It all ties together with the fundamentals of persuasion, and understanding the need for information and the need for trust. But these don't necessarily come at the same time, and as the purchaser progresses through the buying cycle, the order of these is important.

Based on Enquiro's latest research on B2B buyer behavior, the paper covers best practices for online and offline integration. We show how marketing and sales can leverage the right assets at the right time for effective persuasion throughout the buying process.

The white paper is published by Enquiro with the help of Google, Business.com, Marketo, Demandbase and Covario.