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.
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. No, there’s something bigger going on here.
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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. 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., Even rarer is the ability to carry those analytics all the way through to a sale. Lead scoring.
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. Create a unified lead process. So we should just stop. Measure CPOD instead. Get adult supervision.
Chris Koch
JANUARY 22, 2010
I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. And it leads back to the problem we have with PR.
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. Create a unified lead process. So we should just stop. Measure CPOD instead. Get adult supervision. What would you add to this list?
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