SEM Insights into B2B Buyers:
Using Search to Understand Your Sales Cycle
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Join our discussion with Gord Hotchkiss of Enquiro as we talk about how to give B2B searchers what they really want. We'll explore:
- Multi-channel media consumption throughtout all phases of the sales cycle
- Discovering and leveraging the roles and objectives of B2B searchers
- What are "Satisficing" and "Working Memory"
- Visual scanning patterns on the home page
About our expert:
Gord Hotchkiss, President, Equiro Search Solutions
In the marketing and advertising field for 24 years, Gord is a much quoted writer and a frequent speaker at the major online media trade shows and conferences. In the past 3 years, Enquiro has led the drive to take a more strategic approach to using search as a marketing channel through thought leadership and ground breaking research, including two eye tracking studies. He is currently the Chair of the Search Engine Marketing Professionals Organization (SEMPO) and is co-chair of its research committee.
