advertisement Lead Related Topics 
Chris Koch
JUNE 11, 2010
This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. Seems doubtful.
Chris Koch
MAY 14, 2010
Social media creates the need for marketing to lead within the organization. I’m really excited about this because it’s rare for a function like marketing to get an opportunity to lead the entire organization. The entire organization needs to get involved in social media and marketing needs to lead that effort. Anything to add?
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Chris Koch
SEPTEMBER 17, 2010
We can’t just become publishers, we also have to become advertisers. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers. This is where the advertising part comes in. A simple entry point leads to deeper and deeper related content.
Chris Koch
JANUARY 29, 2010
Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., of the links I click on in Twitter take me directly to the content advertised in the tweets. Steve points out, among other things, that the richer environment of the iPad could revive the “print” advertising market.
Chris Koch
JANUARY 29, 2010
Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., of the links I click on in Twitter take me directly to the content advertised in the tweets. Steve points out, among other things, that the richer environment of the iPad could revive the “print” advertising market.
Chris Koch
MARCH 4, 2011
But unlike the old print subscription models, where publishers qualified their audiences by setting minimum requirements for things like role in the organization and buying power (which allowed them to justify high prices for advertising), online traffic is essentially random. Trouble is, with online that figure is closer to 100%.
Chris Koch
JANUARY 15, 2010
Plus, many were advertisers, so the visits made it seem like we weren’t completely ignoring what they had to say. At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently. But mostly we were. The content engine.
Expert insights. Personalized for you.
100 
Let's personalize your content