Any marketing strategy, whether it is B2C or B2B, boils down to the need to build trust and persuade a potential customer to make a purchase. The world of online marketing is no different. However, since search engines like Google have become the default means of navigating the web, it is crucial to understand user intent and behavior when it comes to search.
With this in mind, Enquiro, with the help of Google, Business.com, Marketo, Demandbase, and Covario, has published this white paper, intent on helping B2B companies leverage search in their marketing campaigns. Among other things, in this report you will learn:
- How to differentiate between research terms and those that signal intent to purchase
- Important differences between low-risk and high-risk purchasing behavior
- Typical website scanning methods for different phases in the buying funnel
- The differences between buyers and doers in your search engine marketing efforts
The research in this white paper comes from over 100 interviews, 2 surveys and multiple eye-tracking sessions conducted by Enquiro. With the immense complexity of web interactions, it is important for B2B marketers to understand why search engine users and their website visitors behave as they do. This 33-page report helps explain these complexities and will guide you in your quest to better ROI.