Business to business survey 2007

Business to Business Survey 2007
An update to our findings from 2004

Contact Information: Enquiro

Search marketing is an incredibly effective channel for connecting with potential customers. And the more you know about how your customers interact with search, the more successful that channel will be. At Enquiro, we never stop exploring how to make search more successful. www.enquiro.com1.800.277.9997

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Table of Contents

INTRODUCTION........................................................................................ 5 EXECUTIVE SUMMARY............................................................................ 7 METHODOLOGY ....................................................................................... 9RESULTS..................................................................................................... 10
General Participant Characteristics ...................................................................10 Gender, Age and Education.................................................................................11 Phase versus Role ...................................................................................................12 Phaseof Purchasing Cycle versus Role......................................................13 How Soon Before the Purchase Does Research Begin? ...............................13 Online versus Offline Conversion......................................................................14 The Importance of Online versus Offline Influencing Factors............16 Online Influencing Factors by Phase..........................................................17

All Phases...................................................................................................................17 Online Influences - Awareness................................................................................18 Online Influences -Research...................................................................................19 Online Influences - Negotiation ..............................................................................20 Online Influences - Purchase...................................................................................21 All Phases...................................................................................................................22 Offline Influences - Awareness...............................................................................23 Offline Influences - Research ..................................................................................24 Offline Influences - Negotiation..............................................................................25 Offline Influences - Purchase..................................................................................26

Offline Influencing Factors by Phase..........................................................22

Would They Go Online?.........................................................................................27 All Phases ............................................................................................................27 Evolution of Online Activity Based on thePurchase Phase........................28 Where Did You Start Your Online Research? ..................................................28 All Phases (Not including Past Purchase)..................................................28 Where did you start your online research? By Phase............................29 Where Did They Start if not a Search Engine (and How Did They Get There)?.................................................................................................................30 Preferred General Search Property ............................................................37 Reason for Search Engine Choice (Five Reasons Each) .........................38 Preferred Vertical Search Engine ................................................................39 Reasons for Choosing B2B...