Chris Koch

MARCH 18, 2011

Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Alas, no such magic metric exists. But hold the beverages.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

OCTOBER 22, 2010

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. And finally, the trade press and general business media are dying. Yet buyers are hungrier than ever for this kind of information and insight. That’s not possible manually.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

SEPTEMBER 17, 2010

The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys. Readers, long accustomed to the subtle approach, may have looked at those crappy banner ads but they didn’t click and the publishing industry has collapsed as a result.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JANUARY 22, 2010

In Google analytics , you can drill down by country—even by city—to see where your traffic comes from. Google analytics also has a metric for loyalty—the numbers of repeat visits over time—that shows whether people are sticking with you. One of the cornerstones of social media is sharing. Understand the location of your audience.

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

DECEMBER 28, 2010

Analytics can wait. You need people who know how to create analytical processes and algorithms and all that stuff. All year, marketers have been telling me that they are having a harder and harder time getting noticed in traditional channels like white papers, email newsletters, and events. General Marketing.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100