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[IT Services Marketing Association] ITSMA Newsletter Add-Ins 2009-10-07: ITSMA’s annual How Customers Choose 2009 Survey has found that it’s more important than ever for marketers to align their tactics to the buying processes of customers. Marketers can create demand by developing idea- and trend-based thought leadership that helps clients discover and respond to the most important business issues they face during the epiphany stage of the buying process.

[Chris Koch's Blog] Is Demand Generation Merely “Air Cover?” « Chris Koch's B2B Blog: It is the thinking that underpins of one of ITSMA's big shticks, Account-Based Marketing””which boils down to treating important customers as markets of one and building a relationship in which you help them articulate their needs. Indeed, this marketer says she had a lot of resistance to her thought leadership program that focused on ideas rather than products.

[PitchEngine RSS Feed] Survey to Help B2B Firms Re-Vamp Customer Engagement Programs ...: Julie Schwartz, Senior Vice President of Research and Thought Leadership at ITSMA concurs, “Your lowest-cost and most-probable source of revenue is your existing clients. Trusted relationships with strategic accounts translate into marquee references, positive word-of-mouth, and valuable insight into the most effective new offers.”

[Social Media Today] Why marketers must become the new publishers: Not only does lead automation bring out the lack of a content management strategy, but also the failure of many B2B companies to leverage their most important assets””their subject matter experts. So many B2B tech and industrial companies pride themselves on their intellectual capital and rightfully so. 

[Chris Koch's Blog] Four reasons to stop measuring marketing « Chris Koch's Blog: I've had some good conversations this week with ITSMA's Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. We should be measuring revenue and what Julie calls .

[InTouch: B2B Lead Generation for the Complex Sale] Building a Marketing Funnel and Other Lead Management Tips: Koch most recently served as executive editor for CIO, a trade magazine for chief information officers and other IT leaders. Before CIO, Koch was a communications manager in marketing for Computer Sciences Corporation, where he developed and wrote thought leadership content on business and IT strategy for internally-generated publications and the general press.

[Chris Koch's Blog] How old-school data capture is poisoning marketing and what to do ...: In our recent Web 2.0 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 efforts so far (by 67% of respondents). “Increased lead generation ” was .

Reflected tags on Technorati: Blog, Thought Leadership, Generation Leadership