Buy Conversion Information Research 
Chris Koch
OCTOBER 30, 2009
the other is the river of conversation that flows through the event at breaks, meals and receptions. We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media. One is the river of planned content—the conference theme, the presentations, etc.;
Chris Koch
DECEMBER 18, 2009
In a recent post, I offered some hard research data to support the growing importance of social media to B2B. The focus shifts from messages to conversations. And those conversations cannot be controlled. But it becomes less difficult when we realize that we never had control of these conversations in the first place.
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Chris Koch
MAY 1, 2009
Our research on Account-Based Marketing has revealed a few such tasks: Customer understanding. 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. Sharing what works. Marketing can help. What do you think?
Chris Koch
NOVEMBER 13, 2009
Most of the marketers I talk to are trying to reach a few top executives in big organizations who make buying decisions about big, complex products and services. We could control the public conversation because our audience had few public outlets for giving or receiving information. After all, that’s how we’ve always done it.
Chris Koch
NOVEMBER 13, 2009
Most of the marketers I talk to are trying to reach a few top executives in big organizations who make buying decisions about big, complex products and services. We could control the public conversation because our audience had few public outlets for giving or receiving information. After all, that’s how we’ve always done it.
Chris Koch
JANUARY 8, 2010
And learning is integral to buying—especially in B2B. Recommend products and services that you haven’t thoroughly researched and you will most likely be out of a job. Every buyer wants to learn at all stages of the buying process. But no buyer wants to be sold during all stages of the buying cycle.
Chris Koch
DECEMBER 28, 2010
Filtered conversation reduces risk. The ultimate risk in business is that your customers stop buying from you because they don’t trust you. Buying marketing automation tools or social media analysis tools aren’t enough. Wall Street is already trying to make sense of the massive river of online conversation for business purposes.
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