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 Qualification 100

Lead Qualification Marketing Automation Services Lead Ranking Lead Scoring 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., Even rarer is the ability to carry those analytics all the way through to a sale.

Top of Funnel 100

Top of Funnel Lead Ranking Lead Scoring Marketing Automation Services 100

Chris Koch

JANUARY 22, 2010

This is the number of articles or blog posts that mention the product or service measured against the trend in sales. In Google analytics , you can drill down by country—even by city—to see where your traffic comes from. We track the marketing mix (including PR) over time against trends in sales. Lots of variables there. startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

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).

B2B Thought Leadership 100

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

Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. What’s the point? 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

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. Too much of our content just tries to look and sound smart—great focus on ideas, but no real connection to how our companies can solve the problem.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

DECEMBER 28, 2010

From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity. Analytics can wait. Dude, this stuff isn’t heroin, okay? Social media has ROI. Do you call that ROI?

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100