prospect Product Related Topics 
Chris Koch
NOVEMBER 7, 2012
I’m especially fond of the effect it has on my colleagues in SAP marketing: they understand that they no longer need to pitch products to get the attention of customers and prospects. That’s because customers and prospects actually come to the Forbes site and read our stuff. I give us a B- overall—not bad for a product company.
Chris Koch
APRIL 10, 2009
This depends on whether the products and services themselves are knowledge intensive. In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., Especially in B2B, products and services are becoming more complex and sales cycles are getting longer.
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Chris Koch
MARCH 12, 2010
Product leadership. These are companies that rely heavily on innovative, exciting, status-conferring new products to hold customer interest. The good news is that we may look back on social media as the movement that made high levels of customer intimacy as achievable as product quality seems today. Intimacy through content.
Chris Koch
JULY 10, 2009
As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. He argues that putting a data form in front of a prospect displays a lack of confidence in the quality of our work and at worst drives people into the arms of competitors. In our recent Web 2.0
Chris Koch
MARCH 18, 2011
At the other end of the spectrum are the brochures that masquerade as idea marketing by making the offering descriptions longer and the production values higher. Marketers tell me that if they can get salespeople to even send the thing to prospects and customers they’re happy. We need to do much more than that.
Chris Koch
FEBRUARY 26, 2010
This is the stage that occurs long before any discussion of products, services, or RFPs—indeed, it occurs before customers have even begun to think about a purchase. These people are prospects, not leads. The way we turn prospects into leads is to gain their trust. We call it the epiphany stage.
Chris Koch
SEPTEMBER 24, 2010
Marketers helped salespeople put words to the insanely complex products and services they were trying to sell. These words, mostly in the form of brochures, specification sheets, and boilerplate PowerPoint slides, helped salespeople—especially those new to the company—get a conversation going with prospects.
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