Chris Koch

OCTOBER 6, 2009

It’s great because the software acts as a battering ram for alignment between marketing and sales. 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

It’s great because the software acts as a battering ram for alignment between marketing and sales. 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

DECEMBER 10, 2012

For customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn).

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 100

Chris Koch

JANUARY 15, 2010

During one of the first few days I went to work at CIO magazine in 1995, I had what we called a “vendor visit”—one of many I would have in the coming years. But a quick read of our magazine showed that we didn’t write about products. Kind of a Fortune magazine for IT executives. Bibles, vacuums, and boxes. What am I paying for?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

MARCH 12, 2010

We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. Magazines have been doing it for years. We can do it with content. Social media reduces the incremental cost of content. Think of social media management as filling in the gaps.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

APRIL 10, 2009

This led to the explosion of the trade magazine industry during the 1960s-1980s. Even in industries with low information intensity in their products—coin-operation laundry franchises, for example—there was a trade magazine offering information about how to improve business practices.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 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. I really do. But I can’t. Lots of variables there.

Social Media 100

Social Media ROI Lead Ranking RSS 100