Chris Koch

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We need an app for that

Chris Koch

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. Universal lead definition. Lead scoring. Lead nurturing.

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We need an app for that

Chris Koch

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. Universal lead definition. Lead scoring. Lead nurturing.

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How much do you “charge” for your content?

Chris Koch

Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., Maybe I’m focusing too much on semantics, but I think lead scoring only gets it half right. Lead scores don’t ask, “But what are they willing (and happy) to pay for our content? Account history. startups.com).

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How much do you “charge” for your content?

Chris Koch

Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., Maybe I’m focusing too much on semantics, but I think lead scoring only gets it half right. Lead scores don’t ask, “But what are they willing (and happy) to pay for our content? Account history. startups.com).

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Four reasons to stop measuring marketing

Chris Koch

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. So we should just stop. Measure CPOD instead. Get adult supervision. What would you add to this list?

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Four reasons to stop measuring marketing

Chris Koch

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. So we should just stop. Measure CPOD instead. Get adult supervision.

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Is “social media campaign” an oxymoron?

Chris Koch

Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? So maybe this is your funnel on Facebook: Build spikes in traffic with contests and giveaways and then try to slow the losses with content so that the overall pipeline grows somewhat after the giveaways have settled. What do you think?