Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. Most CIOs wouldn’t mind being green, but their businesses evaluate them on cost and efficiency. What’s the point?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 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. This is what it would cost to place an ad in a magazine vs. the cost of getting the story placement. The PR cost is usually less and the value is usually larger, but by how much? Return on media impact.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JULY 22, 2011

The short-term costs are marginal compared with the longer-term goodwill they buy. The highest production-value material I received upon discharge was a two-color, 24-page glossy magazine entitled “A Guide to Taking Warfarin.” Delight the customer with an upgrade—for awhile. A discount here, an upgrade there. Motivational.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

JUNE 5, 2009

Meanwhile, the company kept up its emphasis on research and development so that customers would see that it was still committed to offering leading edge products. Going this route takes longer and costs more, but may be unavoidable if the crisis runs too deep. Use research to understand the context.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

FEBRUARY 7, 2014

But research by my colleague Stephanie Overby has found that the real workhorse driving increased customization of manufactured goods on the production line is the Computer Numerical Control (CNC) Machine. But the high cost of computing power at the time meant that the machine offered no cost advantage over human beings.

Startups 100

Startups High Quality Lead Cost Order 100

Chris Koch

MARCH 12, 2012

Connectedness equals productivity, as we discovered (eventually) with PCs and laptops in earlier times that began just as chaotically as mobile has. Without following employees through “a day in the life,” as consumer product goods companies do, you won’t enable the right people with the right devices and apps. Far from it.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 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. What’s the Cost When Sales Tries to Do it All?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

MAY 5, 2014

What has kept musicians and inventors in the basement for all those years wasn’t the promise of financial reward (though that certainly helped), it was that the costs of producing and distributing the thing they wanted to do were just too high for them to bear on their own. The Costs of Production Approach Zero for Everything.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100

Chris Koch

NOVEMBER 20, 2009

The need to maximize web hits means that trade journalists are being pushed to create more shorter stories that appeal to the largest possible audience—not a fertile ground for in-depth analyses of complex B2B products and services. Customers and prospects looking for content are going to see more of it coming from social media by default.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100