The 2 questions on every buyer’s mind
Chris Koch
SEPTEMBER 9, 2011
An excellent, though controversial, example of this is the McKinsey article I wrote about a few weeks ago, about how US health care reform will affect employee benefits.
Chris Koch
100 
The 2 questions on every buyer’s mind
Chris Koch
SEPTEMBER 9, 2011
An excellent, though controversial, example of this is the McKinsey article I wrote about a few weeks ago, about how US health care reform will affect employee benefits.
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Social media raises the bar for customer intimacy
Chris Koch
MARCH 12, 2010
Product leadership. These are companies that rely heavily on innovative, exciting, status-conferring new products to hold customer interest. The good news is that we may look back on social media as the movement that made high levels of customer intimacy as achievable as product quality seems today. Intimacy through content.
Is ghost writing in social media right or wrong?
Chris Koch
JUNE 18, 2012
I’ll also name the writers that I have working with the SMEs as we are doing interviews and working towards the “final” products: white papers, videos, etc. Related articles. If I don’t have an answer, I’ll go to them and get the answer and come back with it. What are your arguments (for and against)?
Why salespeople should sell ideas: an FAQ
Chris Koch
MAY 15, 2012
As buyers do more searching, they are stretching the buying process earlier and earlier, to the point where they may not have a specific product or service in mind when they search. Most salespeople are still focused on selling specific products and services. What does online search have to do with selling?
How social media will change lead generation in B2B
Chris Koch
FEBRUARY 26, 2010
This is the stage that occurs long before any discussion of products, services, or RFPs—indeed, it occurs before customers have even begun to think about a purchase. Related articles by Zemanta. We call it the epiphany stage. We need to see that we are ignoring many people who aren’t leads. What do you think?
Do too many cooks spoil the blog?
Chris Koch
JULY 28, 2010
An interesting article this week, Brand Building, Beyond Marketing, essentially argues that the issue of brand has gotten beyond the control of marketing and is increasingly embodied in the actions of individual employees. This is especially true for services companies, who don’t have concrete products that can do the branding for them.).
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