Chris Koch

MAY 1, 2009

Right now, it seems that the gap between sales and marketing is mostly papered over with technology. 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.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

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. Alas, no such magic metric exists. But hold the beverages.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

OCTOBER 22, 2010

This is where we as marketers need to provide more content—but not sales content. 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. That’s why lead management automation is important.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

AUGUST 21, 2009

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) The goal of thought leadership is not just to raise awareness of the company; it is to help make a sale.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) The goal of thought leadership is not just to raise awareness of the company; it is to help make a sale.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JANUARY 8, 2010

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Using ideas from the learning network, marketing needs to develop content. If learning is the objective, the rest falls into place.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 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. Did the social media impression really lead to the sale?

Social Media 100

Social Media ROI Lead Ranking RSS 100