B2B BUYING IS ALL ABOUT RISK AVOIDANCE
How Business Buys From Business
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.
Learn how B2B buying behavior can affect your business.
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There is more complexity here than we often think, and Enquiro's research will help prevent mistakes that might undermine marketing efforts both online and offline. This new knowledge will certainly help Google better advice our B2B clients on how to use search and online channels more effectively and efficiently.
Mark McMaster, B2B and Technology Markets