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.

Mark McMaster - Senior Planner of Technology and B2B Markets
Google

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.

Matthias Blume - Chief Analytics Officer
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 Search Solutions, Inc.

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.

Using Your Web Assets as a Business Building Platform


Webinar Description

Many vendors believe that a website is primarily for lead generation, but Enquiro’s research into B2B buying behaviors indicates that an effective web presence can not only effectively support the entire sales process, but can also build lifetime value with existing customers. Online provides the perfect platform to create an ongoing connection with both prospects and customers. Learn how to create clear persuasion paths online, how to use email and other online communication channels to start and maintain trust building conversations with prospects and how to create a virtual connection with existing customers to maximize long term relationships. We also explore the importance of the “digital portfolio”, a look at how your web presence today can extend far beyond the boundaries of your own website.

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

Gord Hotchkiss - CEO, Enquiro
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

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

Download Webinar

 Panelists:

Mark McMaster
Senior Planner of B2B and Technology Markets
Google

Matthias Blume
Chief Analytics Officer
Covario

Bill Barnes
EVP Business Development
Enquiro

* Please note the slides are delayed until 0:37 seconds into the recording.
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