Chris Koch

DECEMBER 10, 2012

For customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn).

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 100

Chris Koch

APRIL 3, 2014

hours a week playing fantasy sports in 2013, according to the Fantasy Sports Trade Association. Sales of family season ticket plans increased from fewer than 500 in 2009 to more than 7,500 in 2012. More than 36 million people from the U.S. and Canada spent an average of 8.7 Manchester United Manchester United F.C.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

MAY 15, 2012

Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. With the decline of B2B trade publishing, B2B providers have to pick up the slack. Sales and marketing need to work together to figure that out.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

OCTOBER 22, 2010

And finally, the trade press and general business media are dying. This is where we as marketers need to provide more content—but not sales content. Tags: Lead Management Marketing Automation Automation B2B marketing Forbes Google ITSMA marketing Sales Social Media. Tweet This Post.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 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 10, 2009

This led to the explosion of the trade magazine industry during the 1960s-1980s. Even in industries with low information intensity in their products—coin-operation laundry franchises, for example—there was a trade magazine offering information about how to improve business practices.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

OCTOBER 6, 2009

It’s great because the software acts as a battering ram for alignment between marketing and sales. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100