Comments on: How old-school data capture is poisoning marketing and what to do about it http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/ Marketing and Sales Strategy for B2B Wed, 10 Mar 2010 20:10:33 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Lead Nurturing and Social Media in Marketing | Chris Koch's B2B Blog http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-562 Lead Nurturing and Social Media in Marketing | Chris Koch's B2B Blog Fri, 29 Jan 2010 23:11:52 +0000 http://chriskoch.wordpress.com/?p=136#comment-562 [...] process. I talk more about how we need to vary the amount of information we take from buyers in this post, but the idea that there is a price to be charged and paid makes it clearer in my [...] [...] process. I talk more about how we need to vary the amount of information we take from buyers in this post, but the idea that there is a price to be charged and paid makes it clearer in my [...]

]]> By: A Six-Step Content Marketing Check-Up For B2B Marketers http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-462 A Six-Step Content Marketing Check-Up For B2B Marketers Wed, 06 Jan 2010 13:01:27 +0000 http://chriskoch.wordpress.com/?p=136#comment-462 [...] represents an opportunity for content. Think about what should be free and what should be gated (Chris Koch and Michele Linn had good posts on this [...] [...] represents an opportunity for content. Think about what should be free and what should be gated (Chris Koch and Michele Linn had good posts on this [...]

]]> By: Hugo http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-109 Hugo Sun, 02 Aug 2009 17:47:10 +0000 http://chriskoch.wordpress.com/?p=136#comment-109 Chris, I agree with you. Potential customers who are really a hot lead will contact you anyway if your company has real valid reasons of existence. Making sure they know your there and that they have the right image of your company is more important. I refer to the famous "shortlist" people have in their mind, when they want to buy a product. I think that getting on their shortlist is enforced very well by doing it the way you described. Don't be a pushing old-school sales rep. It never worked and won't work now. In a B2B situation, ideally, those leads should already be know by the sales reps anyway. Since the world is not perfect, this is a very good opportunity for marketing and sales to team-up. Chris, I agree with you. Potential customers who are really a hot lead will contact you anyway if your company has real valid reasons of existence. Making sure they know your there and that they have the right image of your company is more important. I refer to the famous “shortlist” people have in their mind, when they want to buy a product. I think that getting on their shortlist is enforced very well by doing it the way you described. Don’t be a pushing old-school sales rep. It never worked and won’t work now. In a B2B situation, ideally, those leads should already be know by the sales reps anyway. Since the world is not perfect, this is a very good opportunity for marketing and sales to team-up.

]]> By: Chris Heggem http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-115 Chris Heggem Tue, 28 Jul 2009 18:50:16 +0000 http://chriskoch.wordpress.com/?p=136#comment-115 Dale, I agree with what you said about sales getting involved with marketing up front. Additionally, many of the new Sales 2.0 tools further integrate the roles of sales and marketing. Dale, I agree with what you said about sales getting involved with marketing up front. Additionally, many of the new Sales 2.0 tools further integrate the roles of sales and marketing.

]]> By: chain relations - Lead Generation, Inbound-Marketing, PR » Updated Presentation on B2B inbound marketing http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-114 chain relations - Lead Generation, Inbound-Marketing, PR » Updated Presentation on B2B inbound marketing Fri, 24 Jul 2009 20:14:44 +0000 http://chriskoch.wordpress.com/?p=136#comment-114 [...] client is to early in his decision making process. If he is still - as Chris Koch names it - in the Epiphany Phase, he won’t be interested in registering and you will loose a potential prospect because he [...] [...] client is to early in his decision making process. If he is still – as Chris Koch names it – in the Epiphany Phase, he won’t be interested in registering and you will loose a potential prospect because he [...]

]]> By: B2B Lead Generation Blog http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-113 B2B Lead Generation Blog Fri, 24 Jul 2009 15:06:07 +0000 http://chriskoch.wordpress.com/?p=136#comment-113 <strong>Social media's impact on web forms and landing pages...</strong> More marketers are embracing social media and inbound marketing practices for lead generation. That's a good thing. I’ve written about how you can leverage social media tools like blogs, twitter, LinkedIn, etc. to drive interested visitors to your web... Social media’s impact on web forms and landing pages…

More marketers are embracing social media and inbound marketing practices for lead generation. That’s a good thing. I’ve written about how you can leverage social media tools like blogs, twitter, LinkedIn, etc. to drive interested visitors to your web…

]]> By: Chris Koch http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-112 Chris Koch Fri, 24 Jul 2009 14:00:04 +0000 http://chriskoch.wordpress.com/?p=136#comment-112 Great points, Dale. I'd love to hear more about seeding the decision criteria. How would you recommend marketers get sales involved in this? Great points, Dale. I’d love to hear more about seeding the decision criteria. How would you recommend marketers get sales involved in this?

]]> By: Dale Underwood - EchoQuote http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-111 Dale Underwood - EchoQuote Thu, 23 Jul 2009 15:27:25 +0000 http://chriskoch.wordpress.com/?p=136#comment-111 Chris, I agree with capturing a minimal amount of data as long as your content offer(s) help filter good quality suspects. If you can get a real email address then let sales get the rest, just don't pass them junk. I must disagree with a lot of the nurturing comments I am seeing. As a B2B sales person myself, the last thing I want is to find out late that a good deal is happening. I want to seed the decision criteria so I can win against the competition, not leave it up to marketing. It seems many B2B marketers are trapped into making a tough choice between giving "weak" leads to sales or nurturing them until it is too late; believe me, when a business or government customer is ready to "buy" it IS too late. However, I don't think it is marketing's fault; sales needs to wise up and start getting involved with marketing up front. Chris,
I agree with capturing a minimal amount of data as long as your content offer(s) help filter good quality suspects. If you can get a real email address then let sales get the rest, just don’t pass them junk.

I must disagree with a lot of the nurturing comments I am seeing. As a B2B sales person myself, the last thing I want is to find out late that a good deal is happening. I want to seed the decision criteria so I can win against the competition, not leave it up to marketing.

It seems many B2B marketers are trapped into making a tough choice between giving “weak” leads to sales or nurturing them until it is too late; believe me, when a business or government customer is ready to “buy” it IS too late. However, I don’t think it is marketing’s fault; sales needs to wise up and start getting involved with marketing up front.

]]> By: chain relations - Lead Generation, Inbound-Marketing, PR » Warum Registrierungpflicht oft keine gute Idee ist http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-110 chain relations - Lead Generation, Inbound-Marketing, PR » Warum Registrierungpflicht oft keine gute Idee ist Mon, 20 Jul 2009 08:46:05 +0000 http://chriskoch.wordpress.com/?p=136#comment-110 [...] können (das ist mein Job). Aber der dritte Punkt ist der spannendste. Er stammt ursprünglich von Chris Koch, dessen Blog einer der lesenswertesten ist, die ich in den letzten Wochen gefunden habe. IM [...] [...] können (das ist mein Job). Aber der dritte Punkt ist der spannendste. Er stammt ursprünglich von Chris Koch, dessen Blog einer der lesenswertesten ist, die ich in den letzten Wochen gefunden habe. IM [...]

]]> By: Michele Linn http://www.christopherakoch.com/2009/07/how-old-school-data-capture-is-poisoning-marketing-and-what-to-do-about-it/comment-page-1/#comment-118 Michele Linn Mon, 13 Jul 2009 12:00:52 +0000 http://chriskoch.wordpress.com/?p=136#comment-118 Chris, What a great post. I have often thought how content should be targeted at the various stages of the buying cycle, but I had not considered how this *should* impact what information marketers ask for during the registration process. Not only does this make sense for the prospect, but it is great for lead follow up as well. Considering that sales is often inundated with leads that are not sales-ready (and then assumes that all leads that marketing provides are not worth their time), it makes a lot of sense to eliminate the registration requirement for content early in the buying process because sales doesn't want to see these types of leads anyway. Of course, there may be instances where it does make sense to capture data early in the buying process (say, you have a solid lead nurturing process in place that would be valuable to the prospect), but marketers should really take a hard look at this. Thanks for the thought starters. Great topic. Michele Chris,

What a great post. I have often thought how content should be targeted at the various stages of the buying cycle, but I had not considered how this *should* impact what information marketers ask for during the registration process.

Not only does this make sense for the prospect, but it is great for lead follow up as well. Considering that sales is often inundated with leads that are not sales-ready (and then assumes that all leads that marketing provides are not worth their time), it makes a lot of sense to eliminate the registration requirement for content early in the buying process because sales doesn’t want to see these types of leads anyway.

Of course, there may be instances where it does make sense to capture data early in the buying process (say, you have a solid lead nurturing process in place that would be valuable to the prospect), but marketers should really take a hard look at this.

Thanks for the thought starters. Great topic.

Michele

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