Chris Koch

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How much do you “charge” for your content?

Chris Koch

Yet while generally we can’t put a price tag on our content, we do charge for it. The price is the forms we make people fill out to download white papers or sign up for events. Trouble is, we take a one-price-for all approach to our content. Make no mistake; buyers understand the prices behind marketing content.

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How much do you “charge” for your content?

Chris Koch

Yet while generally we can’t put a price tag on our content, we do charge for it. The price is the forms we make people fill out to download white papers or sign up for events. Trouble is, we take a one-price-for all approach to our content. Make no mistake; buyers understand the prices behind marketing content.

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How Facebook’s privacy disasters will change B2B marketing

Chris Koch

come at a price. It costs us money to produce this stuff, and therefore our consumers must pay a price. That price is personal information, company information, and buying intent. Both Facebook and we have traditionally believed that the content services that we provide—in our case studies, white papers, webinars, etc.—come

Privacy 100
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What Pisses off the Man Who is the Face of 3D Printing

Chris Koch

MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society.

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The power of self-regulation in customer relationships

Chris Koch

When Zane started out, he faced competition from much larger bike shops, so he couldn’t afford to compete on price of the product. Zane did research on the bike industry and figures that the average lifetime value of each of his customers is $12,500—from the first bike they purchase to the last, as well as all the accessories.

Wikipedia 100
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What the slow death of B2B publishing means for marketers

Chris Koch

But unlike the old print subscription models, where publishers qualified their audiences by setting minimum requirements for things like role in the organization and buying power (which allowed them to justify high prices for advertising), online traffic is essentially random.

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Social media raises the bar for customer intimacy

Chris Koch

Customers rely on these companies to deliver reliability and quality at a low price. They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples. Operational excellence. Product leadership.