Chris Koch
MARCH 4, 2011
In fact, buyers are hungrier than ever for good ideas presented in an objective way that target their specific needs. Meanwhile, Google, which has become the biggest ad agency of them all, gets rich by presenting hungry content seekers with links to JC Penney. Start with a good idea and the channel questions will resolve themselves.
Chris Koch
JUNE 18, 2010
In this video of a conference presentation Zane did (don’t bother with the whole thing, just scroll down in the box marked “Chapters” to “Zane’s Cycles”—it’s short and sweet), he offers the bowl to people in the audience and asks them to take from the bowl. And he aims to give away (as in free) as many services to his customers as possible.
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Chris Koch
APRIL 17, 2009
Our research shows that we may have found something: account planning. But sales is under all kinds of pressure these days and we’re finding that many salespeople simply don’t have the time—or the inclination—to do real in-depth research on their accounts. Research is one of marketing’s greatest strength.
Chris Koch
DECEMBER 18, 2009
In a recent post, I offered some hard research data to support the growing importance of social media to B2B. The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all. But social media is by no means a silver bullet. Tweet This Post.
Chris Koch
OCTOBER 30, 2009
One is the river of planned content—the conference theme, the presentations, etc.; This year, our research showed that most buyers go to colleagues inside their own companies for referrals of people to talk to about a purchase. Tags: ITSMA Research Social Media ITSMA social media strategy social media technology.
Chris Koch
MARCH 26, 2010
Filter research. Customer research can provide tons of fodder for content, but you can’t just dump it on SMEs unfiltered. Then make a plan for hitting those topics in as many different types of content as possible (blog posts, conference presentations, videos, etc.) Pick some key themes and ask them to comment on them.
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.
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