Chris Koch
OCTOBER 22, 2010
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.
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. Use ideas to attract and nurture leads.
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Chris Koch
MAY 21, 2010
Both Facebook and we have traditionally believed that the content services that we provide—in our case studies, white papers, webinars, etc.—come of the time any link that you put in a tweet is going to lead to accessible content. come at a price. That price is personal information, company information, and buying intent.
Chris Koch
JANUARY 29, 2010
The price is the forms we make people fill out to download white papers or sign up for events. Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., If you download two white papers a week for a month, you should expect a call from a salesperson. startups.com).
Chris Koch
JANUARY 29, 2010
The price is the forms we make people fill out to download white papers or sign up for events. Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., If you download two white papers a week for a month, you should expect a call from a salesperson. startups.com).
Chris Koch
JANUARY 21, 2011
So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. It’s where we introduce some of the top findings from our annual budget survey of marketers.
Chris Koch
SEPTEMBER 17, 2010
The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys. A simple entry point leads to deeper and deeper related content. But from the ashes of publishing, subtle association is making a comeback. Themes send a signal to the organization.
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