New Survey Reveals How Business to Business (B2B) Purchasers Use Search to Buy

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The objective of the survey, conducted with over 1000 B2B buyers, is to discover how people research B2B buying decisions online and how this varies by role within a company and by purchase phase.

Enquiro CEO & President, Gord Hotchkiss, will unveil findings the latest Enquiro survey conducted with B2B purchasers. The presentation will take place at the Search Engine Strategies Conference & Expo in New York on Thursday, April 12 at 11:00 a.m. Eastern. Marketers will benefit from the survey results which reveal the most important influencing factors in business-to-business buying decisions.

The objective of the survey, conducted with over 1000 B2B buyers, is to discover how people research B2B buying decisions online and how this varies by role within a company and by purchase phase. How do people navigate from awareness, through research and negotiation phases to the actual purchasing decision? What is the balance between online and offline influences? Do purchasers use search engines, and if so, which search engines and why? Do they use specific B2B search engines? When do they refer to a vendor's site or an industry information site and what do they look for specifically? In his presentation, Gord Hotchkiss will show new data on search engine B2B market share, and also how general search engines give way to industry-specific search engines as a buyer gets closer to an actual purchase.

The B2B survey has been supported by MarketingSherpa which was also a partner for Enquiro's 2004 paper titled The Role of Search in Business to Business Buying Decisions. A newly added sponsor for this follow-up study is ZoomInfo.

"As a leading business information search engine, ZoomInfo is a stakeholder and natural partner in the research that we are conducting," says Bill Barnes, Enquiro's EVP of Business Development. "They, along with others in the B2B vertical, will benefit from new data that is being released."

April 12th, 2007 marks the first public release of the B2B survey findings which takes place at the Search Engine Strategies Conference & Expo. Further information on this B2B research is available through Enquiro's website. The comprehensive findings of this B2B survey will be released as a whitepaper on the same website at the end of April.

About Enquiro
One of North America's leading search marketing firms, Enquiro helps B2B clients maximize their online presence through balanced marketing solutions. Its strategies are based on industry research and expertise in usability, and natural and sponsored search. Enquiro has also authored eye-tracking studies which have given marketers a greater understanding of user interaction with the major search engines and defined "Google's Golden Triangle."

About Gord Hotchkiss, President & CEO, Enquiro
Gord has been active in the marketing and advertising industry for 18 years. Starting as an award winning radio copywriter, he founded Hotchkiss Advertising Inc. in 1988. He has extensive experience creating and implementing marketing strategies for businesses in all sectors. Since 1997, he has focused primarily on website design and online marketing. Gord serves as an expert on online marketing for both the Gerson Lehrman Group and the Round Table Group. He is current chairperson of the Search Engine Marketing Professionals Organization (SEMPO) board. He also writes a regular column on search strategies for MediaPost publications and for enquiro.com's NetProfit column.

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