Chris Koch

JULY 24, 2009

using data to determine and predict customer buying patterns. That lets them be more productive in marketing, by focusing effort and budget on the good stuff, and it lets them reduce the time to a sale by giving salespeople better tools to work with. We know from our research that we in marketing don’t do much with analytics—i.e.,

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 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. And this potential windfall isn’t limited to new prospects.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

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. For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

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. For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JANUARY 22, 2010

This is the number of articles or blog posts that mention the product or service measured against the trend in sales. So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. Lots of variables there.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JULY 22, 2011

Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” The short-term costs are marginal compared with the longer-term goodwill they buy. Here are some examples: Educate the customer—or don’t. Motivational.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

FEBRUARY 5, 2010

It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach. It presupposes that we have something to talk about besides our products and services. How can idea marketing influence customers’ buying behavior?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

NOVEMBER 20, 2009

We found that usage of social media among IT and business buyers of technology rose 50% over 2008 and finally pushed to majority status—55% said they use social media as part of the technology buying process in 2009 versus just 37% in 2008. Search is becoming increasingly dominant in the buying process. Marketing factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100