Chris Koch

JULY 31, 2009

I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process. Create content that is tied to (and signals) the different stages of the buying process.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

JANUARY 29, 2010

Those lower down on the corporate ladder are more willing to “spend” their information because they realize that it has less value than those higher up, whose buying power gives them more information riches combined with less willingness to spend it (kind of like rich people in the real economy). Account history. startups.com).

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

Those lower down on the corporate ladder are more willing to “spend” their information because they realize that it has less value than those higher up, whose buying power gives them more information riches combined with less willingness to spend it (kind of like rich people in the real economy). Account history. startups.com).

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

AUGUST 21, 2009

How can thought leadership influence their buying behavior? Align thought leadership vehicles to the buying process. Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. What do you think? Tweet This Post.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

How can thought leadership influence their buying behavior? Align thought leadership vehicles to the buying process. Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. What do you think?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JULY 24, 2009

using data to determine and predict customer buying patterns. He differentiates between a marketing funnel and a sales funnel because so many leads are lost in the handover between marketing and sales—94%, according to this report. The marketing funnel helps focus attention on a number of important issues: Qualify leads.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

Chris Koch

JULY 24, 2009

using data to determine and predict customer buying patterns. He differentiates between a marketing funnel and a sales funnel because so many leads are lost in the handover between marketing and sales—94%, according to this report. The marketing funnel helps focus attention on a number of important issues: Qualify leads.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

JANUARY 8, 2010

And learning is integral to buying—especially in B2B. 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. But no buyer wants to be sold during all stages of the buying cycle. But it also applies in B2C.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

MAY 21, 2010

That price is personal information, company information, and buying intent. of the time any link that you put in a tweet is going to lead to accessible content. Both Facebook and we have traditionally believed that the content services that we provide—in our case studies, white papers, webinars, etc.—come come at a price.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

FEBRUARY 11, 2011

Most companies do not yet have closed-loop lead management processes supported by systems, for example. We need to use analytics to quantify and manage how fast we move prospects through the buying process and to increase loyalty and trust after they’ve bought from us. So we need some important systems installed in the short-term.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

MARCH 18, 2011

They want more strategic answers, such as whether marketing is increasing the velocity of contacts through the buying process and reducing the time and effort that salespeople need to expend in making a sale. Use ideas to attract and nurture leads. If you have the ability to measure those two things, then great.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

JANUARY 21, 2011

So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. What this means for marketers is that social media have increased buyers’ expectations for intimacy at all stages of the buying process. We have built intimacy into the later stages of the buying process.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

MARCH 4, 2011

But unlike the old print subscription models, where publishers qualified their audiences by setting minimum requirements for things like role in the organization and buying power (which allowed them to justify high prices for advertising), online traffic is essentially random. Measure relevance, not output.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

MAY 1, 2009

For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration. But it makes sense to collaborate.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

SEPTEMBER 17, 2010

Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. A simple entry point leads to deeper and deeper related content.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

AUGUST 5, 2011

Every time we talk about it, we have an endless argument that leads nowhere.”. I keep waiting for Facebook to buy LinkedIn or Twitter and just put an end to the business vs. consumer distinction. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay?

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

FEBRUARY 24, 2010

What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully, a purchase. At the C-level especially, face-to-face remains the killer app for everyone involved.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 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). Use empathy.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Peer-to-peer Wikipedia 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. We accomplish this feat through content.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. We accomplish this feat through content.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

JANUARY 15, 2010

Marketers and salespeople didn’t have to do much coaxing to get CIOs to buy, so why get complicated? The impact of our content will be visible if that content is linked to an automated, closed-loop lead process. Getting agreement with sales on a sales-ready lead is critical. And why not? If so, how would you do it?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. And it leads back to the problem we have with PR.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JULY 22, 2011

All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. The short-term costs are marginal compared with the longer-term goodwill they buy. I’m a goner. A marketing geek. (I I thought drugs were supposed to prevent that sort of thing.). The answer is: nothing.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

FEBRUARY 5, 2010

Having been a journalist for years, I know that these acronyms lead even the most feeble-minded of us journos to the next obvious question: What do you mean when you say (insert acronym here)? I think that this definition will lead to the perpetuation of the brochure-on-steroids interpretation of thought leadership.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

DECEMBER 28, 2010

From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity. The ultimate risk in business is that your customers stop buying from you because they don’t trust you.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

OCTOBER 1, 2010

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. Because online search has become so important to the B2B buying cycle. If you’re in B2B marketing, you gotta go to this thing. I can’t wait.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

Obfuscation used to be a way to buy time in an era when buyers had to write letters to the company president to get their complaints heard (and they had few ways to determine whether others were having the same problems). Rarely do those links lead to paid content. Besides, it makes us feel good.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

Obfuscation used to be a way to buy time in an era when buyers had to write letters to the company president to get their complaints heard (and they had few ways to determine whether others were having the same problems). Rarely do those links lead to paid content. Besides, it makes us feel good.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

MAY 5, 2014

Lemley, who is one of the world’s leading authorities on patent law, isn’t so sure. Thanks to something called a patent. Patents Make Things Valuable Through Scarcity. Can the patent survive in a world without economic scarcity? Intellectual property law’s original justification, that it stimulates innovation, seems to be a myth.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100