Mapping the BuyerSphere

New White Paper: Mapping the BuyerSphere

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 webinar

Mapping the BuyerSphere - view webinar

Integrating Online and Offline - on demand webinar coming soon

Multi-Channel Marketing Strategy - May 28

Maximizing your Website as a Business Building Platform - June 9

B2B in Flux: Digital Natives vs. Digital Immigrants - June 24

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White Papers

Mapping the BuyerSphere - download now

Integrating Online and Offline - download now

Maximizing Your Online Touch Points

Using Your Web Assets as a Business Building Platform

The Rise of the Digital Native

When businesses buy, risk - and the subjective human evaluation of risk - complicates the marketer’s buying funnel model. Findings from a new comprehensive study on B2B buying by Enquiro show a difference in vantage points between buyers and their drive to eliminate risk, and vendors who assume a rational buying process. The research identifies a common “risk gap” that will depend on a number of factors, including a vendor’s physical presence in the market, the number of people involved in the buying organization, and a product’s recognized differentiation.

In the 18-page paper, author Gord Hotchkiss examines differing buyer roles, the identified risk control mechanisms, and the relative effect of a vendor’s credibility and positioning. The paper also presents a mapping process for marketers to gain the necessary external perspective on their products, marketplace, and business buyers in order to more effectively reach and engage their potential customers.