PPC Keyword Research and the B2B Buyer

Tuesday, April 6, 2010 – 1 PM EDT (10 AM PDT)

Speaker: Gord Hotchkiss, Enquiro

Webcast Details

B2B search marketing is very different from B2C, but not for the reasons you might expect. Here are the three biggest challenges for the B2B search marketer:

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 out of the starting gate.

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. Your search marketing strategy has to 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.
Enquiro President and CEO 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 case studies 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 SearchEngineLand.com’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.

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