Chris Koch

MAY 1, 2009

For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration. Our research on Account-Based Marketing has revealed a few such tasks: Customer understanding.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

JUNE 9, 2014

First, I worked in small companies for my entire career leading up to 2012, when I joined SAP, which is a huge company, and like any huge company, has its share of bureaucracy that was absent from my previous workplaces. There are five ways that technology (current technology, anyway) leads to work conflict. In a word: context.

Distribution 100

Distribution Training Opinions Trust Marketing 100

Chris Koch

OCTOBER 7, 2011

ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. We need a lead management process to act as a place to bring people from social media. In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

OCTOBER 7, 2011

ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. We need a lead management process to act as a place to bring people from social media. In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

FEBRUARY 24, 2010

I say this even after discounting ITSMA’s recent research showing that marketers don’t see social media as being very effective components in their marketing strategies. What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. Tweet This Post.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

MARCH 4, 2011

Though most respondents in our How Customers Choose research said the quality of their providers’ thought leadership was pretty good, nearly 40% said it could be better. But most marketing organizations don’t measure relevance; they measure output—whether it’s in leads or downloads. Too bad more of them aren’t doing it.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

AUGUST 13, 2010

But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Following the trail of bread crumbs leads us to a caring, thoughtful person. As a researcher, I know that that is a pretty respectable survey sample. Tweet This Post.

Social Media 100

Social Media Media B2B SME 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., Account history.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., Account history.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

APRIL 16, 2010

That means that if we are to keep up with our competitors, we’re going to have to take the lead on developing a strategy not only for marketing with social media, but for getting the rest of the organization involved as well. From our research we see that marketing tends to own social media for the rest of the organization.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

AUGUST 21, 2009

Research the need. Doing research first allows you to set goals using reliable, objective data. Primary and secondary research provide the inspiration for some ideas and the objective justification for others. These are the key components: Install a lead tracking and nurturing system. Most people start with strategy.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Research the need. Doing research first allows you to set goals using reliable, objective data. Primary and secondary research provide the inspiration for some ideas and the objective justification for others. These are the key components: Install a lead tracking and nurturing system. Most people start with strategy.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

APRIL 3, 2014

Research by my colleague Rob O’Regan has found that hanging onto the kind of global popularity enjoyed by Man U requires focusing on four key channels: Social media. But now that “Sir Alex” has retired and the team is slumping, how does Man U avoid the fate of the Dallas Cowboys, who were once known as “America’s Team” until they weren’t?

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

JULY 24, 2009

We know from our research that we in marketing don’t do much with analytics—i.e., 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. Universal lead definition. Lead scoring. Lead nurturing.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

Chris Koch

JULY 24, 2009

We know from our research that we in marketing don’t do much with analytics—i.e., 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. Universal lead definition. Lead scoring. Lead nurturing.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

MARCH 25, 2011

I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. Let’s look at some attributes I’m seeing I’m my research: Show commitment to idea development from the top.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

JULY 16, 2009

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 100

Chris Koch

JULY 16, 2009

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

JANUARY 8, 2010

Recommend products and services that you haven’t thoroughly researched and you will most likely be out of a job. Primary and secondary research provides the inspiration for some ideas and the objective justification for others. The reason I say this is that another hard-wired part of us is the desire to learn.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

SEPTEMBER 15, 2014

Women hold a strong place in Iroquois society, leading individual clans within tribes, helping determine chiefs, and holding veto power over treaties and declarations of war (the Iroquois declared war on Germany in both world wars). They don’t want three different calls from three different sales areas of your company.

De-duplication 100

De-duplication Paid Search Agency Companies Wikipedia 100

Chris Koch

JANUARY 15, 2010

The impact of our content will be visible if that content is linked to an automated, closed-loop lead process. Getting agreement with sales on a sales-ready lead is critical. Advanced Lead Nurturing Tactics with Ardath Albee (slideshare.net). You don’t even need to involve IT anymore. If so, how would you do it?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. Research the reader.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. Research the reader.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

APRIL 22, 2011

ITSMA’s social media research (free excerpt available) shows that marketing is responsible for monitoring social media and for training, governing, and supporting the organization in using social media. Marketing is essentially in charge of collaboration both inside and outside the company through its leading role in social media.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Social Media 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. Use research to understand the context. In times of crisis, research with the following groups is especially important: Customers and prospects.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

FEBRUARY 12, 2010

That’s why a change in the policies of perhaps the leading voice for social media, Forrester , has bigger implications than it may seem. Ray tries to spin the controversy in his post by calling it “a minor tempest in the research industry teapot.” It takes time, money, talent, and innovation to create good information.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

AUGUST 5, 2011

Every time we talk about it, we have an endless argument that leads nowhere.”. Research shows that people unlike brands on Facebook nearly as often as they shut off other channels and for all the same reasons: “too frequent, irrelevant or boring communications.”. We don’t see the value of it for B2B and we want it off the table.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

MAY 15, 2009

taking off generally, and ITSMA research showing increased uptake by their peers in B2B. Marijean then proceeded to lead the group through the various stages of grief in the span of 20 minutes. Most of my web 2.0 has any value for marketing. I present the usual stats showing web 2.0 But it doesn’t sink in.

Web 2.0 100

Web 2.0 Peer-to-peer Paid Search Agency Stats 100

Chris Koch

NOVEMBER 7, 2012

Our group’s mandate is to research the business issues that SAP’s customers and prospects care about and write exclusively about those issues—not our products and services. Living in a country that leads the world in promoting freedom, compassion, and honesty (hope it continues to be the US–I’m beginning to have my doubts).

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. And it leads back to the problem we have with PR.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

MARCH 18, 2011

Use ideas to attract and nurture leads. If you’re a regular reader of this blog, you know that I’m constantly beating the drum of integrating content with an automated lead management process. A lead management process gives you the ability to get the right content to the right people at the time they need it.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

NOVEMBER 5, 2010

The pressures on the guard dogs lead to a lot of problems: The emphasis is on risk avoidance. They do their research on the web. Much like IT people, they don’t hear much from anyone inside their companies unless something goes wrong. Then they get plenty of the wrong kinds of attention. They dug deeper and created original content.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

NOVEMBER 24, 2009

Here are some recommendations based on a cross-section of social media policies from B2B companies, including social media policy examples from some leading B2B companies. Employees should be encouraged to become part of the community by doing research and linking to other relevant content—not just their own.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

DECEMBER 2, 2011

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? Related articles.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

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? Related articles.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

JUNE 26, 2009

Here are some important B2B blogs that I track: Acquiring Minds: A B2B Lead Generation Blog. Research shows that even in vibrant online communities, fewer than 10% of members contribute any content and fewer than 2% take an active role in starting and leading discussions. But it’s nice to have them all in one place.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

FEBRUARY 5, 2010

Having been a journalist for years, I know that these acronyms lead even the most feeble-minded of us journos to the next obvious question: What do you mean when you say (insert acronym here)? I think that this definition will lead to the perpetuation of the brochure-on-steroids interpretation of thought leadership.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100