Gord Hotchkiss, CEO Enquiro, discusses the BuyerSphere Project: Understanding B2B Buyer Patterns panel which he will be moderating at SES San Jose 2009. The Buyersphere Project examined the buying behavior patterns of marketers. Google, Covario, Business.com, Demandbase and Marketo, all sponsored the initiative. It was a three phase research project incorporating interviews with more than 100 BtoB buyers. A survey was put together, 5 white papers and the goal was to discover how purchasing decisions get made within a company. Gord says it was previously thought that BtoB purchasing is based on rational decision making but this is not always the case. Gord says influences maybe online or offline but they all play a part in determining how purchasing decisions are made. Gord also discusses the advance of a generational shift in behavior, described as the "digital natives" and the "digital immigrants." Online usage differs betw...
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