Chris Koch

JULY 16, 2010

For example, in the three categories I’ve looked at so far (there are six categories altogether), we have one company using analytics to predict customer buying patterns (and this ain’t diapers or laundry detergent, ladies and gents—we’re talking six-figure jumbles of complex products and services here). What is a waking dream?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Peer-to-peer Wikipedia 100

Chris Koch

JANUARY 22, 2010

So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. And if that’s true, then we should try to increase the volume and quality of interactions with have with customers and prospects through social media, no?

Social Media 100

Social Media ROI Lead Ranking RSS 100

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. Make the analytics come to us.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

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. Make the analytics come to us.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

SEPTEMBER 17, 2010

Publishers (the good ones, anyway) gave some of the most prominent pages in their newspapers and magazines to advertisers in return for a lot of cash, access to a targeted group of customers, and editorial independence from advertiser influence. But from the ashes of publishing, subtle association is making a comeback.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MARCH 18, 2011

Marketers tell me that if they can get salespeople to even send the thing to prospects and customers they’re happy. We need to create talking points for salespeople to use when communicating to customers and prospects, and we need to find ways to integrate salespeople into the content development and dissemination processes from the start.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

DECEMBER 28, 2010

The ultimate risk in business is that your customers stop buying from you because they don’t trust you. Preventing employees from speaking to customers because they might make a mistake ignores this much bigger risk—which existed long before social media came along. Customers want to speak to the people they will be working with.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100