Chris Koch

SEPTEMBER 9, 2011

In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. Marketing and sales must agree on the alignment of content to the various buying stages so that sales will get the right signals about when and how to approach customers for a sale.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

OCTOBER 22, 2010

ITSMA’s annual survey of IT buyers found that this year, for the first time, a majority of buyers in the US—and 75% when you include other countries—are using social media in the purchasing process—especially the younger ones. This is where we as marketers need to provide more content—but not sales content. Tweet This Post.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 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. We’re focusing on the wrong things.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

JULY 10, 2009

survey, (all ITSMA clients can download this executive summary ), we found that “increased web traffic&# was the most frequently cited benefit of Web 2.0 Indeed, some B2B early adopters are seeing 10-15% of their lead totals generated through social media, according to this survey by DemandGenReport. In our recent Web 2.0

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

SEPTEMBER 11, 2009

The estimates range from one third of the sales force, according to these academics, to as much as two thirds. I do think there is a gene for sales. Companies need to make it worth salespeople’s while to endure the longer sales cycle and lower margins that come with services. Now don’t get me wrong. Information.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

AUGUST 21, 2009

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. If those pieces are missing, thought leadership will be left to marketing, where it will either mutate into thinly veiled sales content or die out altogether.

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. If those pieces are missing, thought leadership will be left to marketing, where it will either mutate into thinly veiled sales content or die out altogether.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

SEPTEMBER 11, 2009

The estimates range from one third of the sales force, according to these academics, to as much as two thirds. I do think there is a gene for sales. Companies need to make it worth salespeople’s while to endure the longer sales cycle and lower margins that come with services. Now don’t get me wrong. Information.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

DECEMBER 29, 2009

Even if we believe deeply in the power of social media, we all have that gnawing feeling deep in our guts that says that there’s little reason for a busy, intelligent person to want to receive frequent updates about our brands when those brands produce complex services and products with two-year sales cycles. The research confirms it.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

JANUARY 15, 2010

Could have been bibles or vacuum cleaners, but they didn’t need sales guys for that stuff anymore. Marketers today are in the same position I was with that sales guy in 1995: Wondering how to explain the value and difficulty of creating clear, compelling content about a complex subject. This guy was a salesman. What am I paying for?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

APRIL 30, 2010

According to a recent survey by ABI Research, 28% of respondents said that they access web sites from their phones at least once per day —up 75% in a year. Could your salespeople benefit from mobile access to a sales enablement application giving them advice in the field for helping customers?

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

FEBRUARY 5, 2010

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. Marketing and sales need to agree on the alignment of content to the various buying stages so that sales will get the right signals about when and how to approach customers for a sale.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100