Chris Koch
FEBRUARY 11, 2011
There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. What do you think?
Chris Koch
JULY 31, 2009
It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale.
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Chris Koch
JULY 31, 2009
It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale.
Chris Koch
JULY 24, 2009
I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., using data to determine and predict customer buying patterns. Lead scoring.
Chris Koch
JULY 24, 2009
I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., using data to determine and predict customer buying patterns. Lead scoring.
Chris Koch
OCTOBER 22, 2010
We should care more about lead management automation in B2B marketing. And that is a huge change in the buying process. In our research we’ve also seen consistently over the past few years that two-thirds of buyers prefer to research their buying options themselves rather than waiting for vendors to contact them.
Chris Koch
MARCH 18, 2011
In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. At the other end of the spectrum are the brochures that masquerade as idea marketing by making the offering descriptions longer and the production values higher. But hold the beverages.
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