best prospect 
Chris Koch
JUNE 18, 2012
As I say in the SCN post and as I’ve mentioned here plenty of times, I think we are kidding ourselves if we think that many of our best SMEs are going to take the time to blog. One of the best aspects of social media is the opportunity to put ideas to the community and gather feedback. Others call it ghost writing.
Chris Koch
APRIL 10, 2009
Marketers began using thought leadership when they recognized that customers and prospects were growing weary of salespeople trying to sell them products without knowing about the business issues that customers and prospects faced. This led to the explosion of the trade magazine industry during the 1960s-1980s.
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Chris Koch
FEBRUARY 26, 2010
The best way to do this is with thought leadership. These people are prospects, not leads. The way we turn prospects into leads is to gain their trust. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads. We have to generate demand before we can generate a lead.
Chris Koch
MARCH 25, 2011
In other words, unless we become idea organizations, we’re not going to have much to say to customers, prospects, and influencers in social media. Some companies have companywide competitions for the best ideas or the best white paper. What do I mean by an idea organization? The winning ideas are implemented. Make it visible.
Chris Koch
JULY 10, 2009
As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. He argues that putting a data form in front of a prospect displays a lack of confidence in the quality of our work and at worst drives people into the arms of competitors. In our recent Web 2.0
Chris Koch
MAY 1, 2009
Salespeople are best equipped and most motivated to understand the “now” of the account: what has already been sold to customers and what they are most likely to buy next. By doing research within multiple accounts, marketers gain invaluable perspective on broad customer trends and best practices for reaching customers.
Chris Koch
MARCH 12, 2010
We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content. Social media reduces the incremental cost of content.
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