Chris Koch

JUNE 11, 2010

The perceptions that marketers send nothing but junk leads to sales and fail to measure the impact of those leads on revenue have been hurting marketers’ relationships with salespeople—and the business—for at least a decade. We need to be measured on what we really do well—the creative, right-brained stuff.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Sales Qualified Leads 100

Chris Koch

OCTOBER 6, 2009

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. In other words, relevance is the primary measure of success. That’s how we should think about our marketing content process.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

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. In other words, relevance is the primary measure of success. That’s how we should think about our marketing content process.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

JANUARY 15, 2010

We couldn’t measure the effectiveness of ads in the old days, but the CEO saw the ads and signed off on them, so that made it okay. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter. It can be tracked and measured.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

NOVEMBER 6, 2009

How do you measure success? Of course, all marketing programs come with constraints. Budget is the overriding limiter, but it’s important to quantify as many constraints as possible because the limiters help define the ambition of the project.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

Chris Koch

DECEMBER 28, 2010

ROI should be measured on a higher level—as in the ROI of all of marketing to the business. We must measure the ROI of social media (or any other individual marketing tactic). We need to start measuring the larger impact of marketing rather than measuring activity or individual tactics. Do you call that ROI?

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

JUNE 18, 2014

However, as scientists point out, only a small part of the brain activity measured by the EEG is under the sensoree’s voluntary control. Electroencephalography (EEG), which has been around for almost 100 years, records brain activity through electrodes on the scalp. Other parts, like emotions and likes and dislikes, are also captured.

Organization 100

Organization Spyware Domain Opinions 100

Chris Koch

OCTOBER 1, 2010

How can B2B marketers measure their thought leadership investment? There is no measurable ROI from thought leadership. But in B2B, people want to connect with other people, not with brands. Most multi-author blogs are really boring, with few posts and even fewer comments.

Thought Leadership 100

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