Chris Koch

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Is lead generation killing marketing?

Chris Koch

This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. Seems doubtful.

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Why Lead Management Automation Really Matters

Chris Koch

We should care more about lead management automation in B2B marketing. That’s why lead management automation is important. It’s too difficult to track that relationship and know when someone is ready to do more than just read your white papers unless you have a process for lead management and can automate it. What do you think?

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How social media will change lead generation in B2B

Chris Koch

The era of the sales process beginning with a lead is over. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads.

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Six ways that marketing needs to lead the organization in social media

Chris Koch

Social media creates the need for marketing to lead within the organization. I’m really excited about this because it’s rare for a function like marketing to get an opportunity to lead the entire organization. The entire organization needs to get involved in social media and marketing needs to lead that effort.

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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).