Bio's:
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.
Business.com
Ben Hanna serves as Vice President of Marketing for Business.com, overseeing all aspects of marketing and brand strategy for Business.com and Work.com, including direct and onsite marketing, public relations, search engine marketing, advertising, trade shows and collateral. He brings more than 10 years experience leading B2B marketing efforts from both the agency and company perspectives.
Ben was most recently at eBay where he led the eBay Business team responsible for driving B2B trade on eBay. In that role, he oversaw product, business development, marketing and PR strategies that supported nearly $3 billion in business buying on eBay's U.S. site in 2005.
Prior to eBay, Ben was Vice President, Marketing for IronPlanet, a leading online marketplace for used construction equipment, where he built the marketing team and was responsible for all corporate and product marketing functions. Ben also co-founded a B2B strategic marketing agency specializing in product launches, company launches and corporate repositionings for high-tech companies in the semiconductor, telecommunications and Internet industries.
Ben holds a Bachelor of Arts in Psychology from the University of Michigan and a Ph.D. in Business from Stanford University's Graduate School of Business.
Mark McMaster develops Google's understanding of industry trends and customer behavior in business-to-business and technology markets. In addition to pursuing research initiatives in these industries, he provides media mix planning and consulting recommendations to clients across Google's search, display and offline advertising platforms.
Prior to joining Google, Mark led product strategy for clients such as Shell Oil, Jim Beam, Nestle Purina, and the U.S. Army while at Omnicom agency The Beanstalk Group, and covered marketing trends as an editor and reporter at business publisher VNU. He is a graduate of the University of Kansas and the Medill School at Northwestern University, where he also served as editor-in-chief of the Journal of Integrated Marketing Communications.
Covario
Dr. Matthias Blume develops advanced analytics capabilities to help Covario’s large advertising clients better manage cross-media optimization and to drive automated decision management. He invented Covario’s patent-pending Paid/Organic Synergy Score and True ROI assessment that are now available in Covario’s Paid Search Insight and Organic Search Insight products.
Prior to Covario, Matthias led targeted marketing, fraud detection, and government R&D projects at Fair Isaac Corporation, Reticular Systems, MESCO Engineering, and the Rockwell Science Center. Matthias earned his PhD in Electrical and Computer Engineering at the University of California, San Diego and a B.S. in Applied Physics from the California Institute of Technology. He has been active in neural network and statistical pattern recognition research for 20 years and has authored over 25 papers, book chapters, and patents.
Bill Barnes - EVP Business Development
Enquiro
Mr. Barnes is a Marketing veteran who has been in the marketing, advertising and promotion industry for over 20 years, the last 9 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.
At Enquiro Bill has overseen explosive sales growth, in fact, Enquiro was listed on Deloitte's 2004 North American Technology Fast 500 and for the past 3 years has appeared on Profit Magazine's Top 100. 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, striving to always help companies Succeed in Search.
Maximizing Your Online Touch Points
B2B marketers have to consider the many ways a prospect touches a brand, its messaging and product offerings online. As research has shown, business buying can be very complex, often undertaken by a group of individuals and stretching over a long period of time. Successful marketers are able to help buyers along the way, while effectively reducing the risk gap that exists between the vendor and buyer.
What are the typical online paths that business buyers follow? How do they navigate between vendors’ sites, general search engines, directories, vertical search, and social networks? For the marketer, which mediums and channels work best, and in which order? How can engagement and momentum be carried over between touch points? What role does search marketing play in B2B, and how can it best be leveraged?
In this webinar, we take a closer look at Enquiro’s latest research on B2B online marketing and how it can be applied to two different sample companies for integrated, multi-channel online campaigns.
The live event was moderated by Bill Barnes and featured the following panelists:
Gord Hotchkiss - CEO, Enquiro
Ben Hanna - VP Marketing, Business.com
Mark McMaster - Senior Planner of B2B and Technology Markets, Google
Matthias Blume - Chief Analytics Officer, Covario
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.
Who Should Attend
C-level executives (CMO, CEO), VPs of Online Marketing, etc., as well as online marketing practitioners (in-house) and agencies.
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Gord Hotchkiss
CEO and President
Enquiro
Download Webinar
Ben Hanna
VP Marketing
Business.com
Mark McMaster
Senior Planner of B2B and Technology
Google
Matthias Blume
Chief Analytics Officer
Covario
Bill Barnes
EVP, Business Development
Enquiro