Search Marketing Now presents "PPC Keyword Research and the B2B Buyer" with Gord Hotchkiss April 6

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Live webcast features Gord Hotchkiss discussing how marketers can gain a better understanding of prospect intent to significantly improve their search strategy. Gord will incorporate results from his recent research project, The BuyerSphere, as well as his renowned eye-tracking studies.

PPC Keyword Research and the B2B Buyer

"PPC Keyword Research and the B2B Buyer" - April 6

"PPC Keyword Research and the B2B Buyer"

On Tuesday, April 6, at 1 PM Eastern Daylight Time, Search Marketing Now presents "PPC Keyword Research and the B2B Buyer", featuring Gord Hotchkiss. This webcast is free and is sponsored by WordStream.

Registration is open and more information is available at Search Marketing Now.

B2B search marketing is very different from B2C, but not for the reasons one might expect. Three of the biggest challenges for B2B search marketer are:

1. There’s often no common vocabulary for keyword selection – Unlike many consumer categories, where both vendors and prospects agree on the keywords to be used, in B2B, often marketers use their internal “best guess” to set up their keyword lists. This can lead to a disconnect right from the start.

2. Shifting roles through the process – Unlike consumer scenarios, where progression tends to be more linear, in many B2B purchases there’s a significant shift in the people involved and the intent part way through a B2B purchase process. Search marketing strategy must accommodate this shift and provide relevant information to buyers on both sides of it.

3. Risk is the Primary Driver of Intent – In big ticket B2B purchases, risk mitigation is the primary goal of the buyer. There is little or no reward to offset risk. B2B search campaigns have to align with this reality, from the keyword selection through ad messaging to the intended paths on the website.
This webcast will use research from Enquiro’s BuyerSphere Project to show how marketers can gain a better understanding of prospect intent to significantly improve their search strategy.

Gord Hotchkiss will share key findings, including:
•How to map out the search landscape through keyword research driven by prospect behavior
•How to ensure your search ad messaging is designed to mitigate risk and prompt engagement
•How to recognize the “Risk Gap” shift and bridge the gap for prospects
Following the main presentation, Wordstream will provide examples of successful use of keyword research in B2B search marketing.

Gord Hotchkiss, CEO of Enquiro, is renowned for his eye-tracking studies and for his understanding of searcher behavior. He writes’s “Just Behave” column and is the author of the new book, The Buyersphere. He is past Chairman and Director of Search Engine Marketing Professionals Organization (SEMPO)and past co-chair of the research and membership committees.

This webcast is sponsored by WordStream. WordStream provides paid and organic search management solutions, including keyword research and organization tools for continuously optimizing and expanding pay-per click marketing campaigns. WordStream helps advertisers to identify profitable keyword opportunities, eliminate wasteful spending, and increase productivity while helping to improve ROI. For more information, visit

About Search Marketing Now and Third Door Media:
Search Marketing Now webcasts are produced by Third Door Media, Inc. Third Door Media's mission is to empower interactive and search marketing professionals by providing trusted content and community services they need to be successful.

Third Door Media produces the conference series Search Marketing Expo - SMX, which includes SMX East, SMX West, SMX Advanced and other SMX conferences. Third Door Media also publishes the search marketing news and analysis site Search Engine Land and, the place for web, online, search, interactive and internet marketers to share news stories, talk within subject-specific discussion forums, build a network and stay connected to hot topics in internet marketing.


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Christopher Elwell
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