Chris Koch
MAY 15, 2012
As buyers do more searching, they are stretching the buying process earlier and earlier, to the point where they may not have a specific product or service in mind when they search. Most salespeople are still focused on selling specific products and services. How do I get these ideas in a form I can use with customers?
Chris Koch
MARCH 4, 2011
It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. Today, publishers must substitute traffic quantity for quality of subscribers to get advertisers to buy. But because advertisers don’t believe in print anymore, the economics aren’t there for publishers to provide it.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Chris Koch
APRIL 10, 2009
See what you think of my answers: How did thought leadership initiatives in companies begin? Thought leadership marketing is based on the academic research publishing model, in which academics created journals built around a peer review process. This depends on whether the products and services themselves are knowledge intensive.
Chris Koch
SEPTEMBER 17, 2010
All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers. Let me explain. What’s the point?
Chris Koch
MARCH 18, 2011
Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Alas, no such magic metric exists. We’re focusing on the wrong things.
Chris Koch
AUGUST 21, 2009
Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for.
Chris Koch
AUGUST 21, 2009
Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for.
Expert insights. Personalized for you.
100 
Let's personalize your content