Chris Koch
OCTOBER 22, 2010
We should care more about lead management automation in B2B marketing. We have fewer and fewer outlets to do the heavy lifting of thought leadership for us by featuring our subject matter experts in in-depth analytical articles. That’s why lead management automation is important. That’s not possible manually.
Chris Koch
FEBRUARY 11, 2011
Most companies do not yet have closed-loop lead management processes supported by systems, for example. We need to connect the analytical dots. We need to use analytics to quantify and manage how fast we move prospects through the buying process and to increase loyalty and trust after they’ve bought from us.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Chris Koch
JULY 31, 2009
I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. So we should just stop. We should be measuring revenue and what Julie calls the Cost per Order Dollar (CPOD). Get adult supervision.
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., Even rarer is the ability to carry those analytics all the way through to a 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., Even rarer is the ability to carry those analytics all the way through to a sale.
Chris Koch
JULY 31, 2009
I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. So we should just stop. We should be measuring revenue and what Julie calls the Cost per Order Dollar (CPOD). Get adult supervision.
Chris Koch
MARCH 18, 2011
Use ideas to attract and nurture leads. If you’re a regular reader of this blog, you know that I’m constantly beating the drum of integrating content with an automated lead management process. A lead management process gives you the ability to get the right content to the right people at the time they need it.
Expert insights. Personalized for you.
100 
Let's personalize your content