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Chris Koch

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Is lead generation killing marketing?

Chris Koch

This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. Seems doubtful.

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How social media will change lead generation in B2B

Chris Koch

The era of the sales process beginning with a lead is over. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads.

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16 best practices for creating customer councils

Chris Koch

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started.

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16 best practices for creating customer councils

Chris Koch

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started.

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How old-school data capture is poisoning marketing and what to do about it

Chris Koch

We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. Increased lead generation” was farther down the list—24% are seeing it. Social media and lead generation go together. But there is a natural link between social media and lead generation. In our recent Web 2.0

Web 2.0 100
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7 reasons why social media success has nothing to do with social media

Chris Koch

We need a lead management process to act as a place to bring people from social media. In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally. Only 65% have defined the lead flow process. They care about the size, speed, and quality of the pipeline.

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7 reasons why social media success has nothing to do with social media

Chris Koch

We need a lead management process to act as a place to bring people from social media. In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally. Only 65% have defined the lead flow process. They care about the size, speed, and quality of the pipeline.