Chris Koch

APRIL 16, 2010

And to business people, that all represented value. Salespeople and businesspeople could see the talent and creativity in the ads and brochures, relationships being made at the events, and the business cards in the fishbowl. Today, we do a lot less of that stuff. How are you fitting social into your organizational models?

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

JUNE 11, 2010

The perceptions that marketers send nothing but junk leads to sales and fail to measure the impact of those leads on revenue have been hurting marketers’ relationships with salespeople—and the business—for at least a decade. But can we ever say that marketers will become the leading contributors of leads that wind up as closed business?

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Sales Qualified Leads 100

Chris Koch

FEBRUARY 24, 2010

I’m also hoping that the excitement (and the needs of social media consultants and authors to drive their businesses) will not drive us to distraction. B2B marketing lays the path to a sales discussion and supports relationships with existing customers. Why B2B marketers hate social media (christopherakoch.com). Tweet This Post.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

MAY 14, 2010

That means that marketers need to integrate social media with the larger marketing and business strategies. But if marketing is truly going to be the catalyst for social media in the organization, many things are going to need to change. To be a leader, you have to have your own house in order. What do you think? What have I left out here?

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

MARCH 12, 2010

Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 22, 2010

Old beliefs about the relative value of earned media vs. advertising are all over the map—and probably need to be revised in the age of social media. This is what it would cost to place an ad in a magazine vs. the cost of getting the story placement. The PR cost is usually less and the value is usually larger, but by how much? startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

OCTOBER 12, 2009

We all like to share relevant, credible content through social media, and until now, most of that content has come through traditional media sources—mostly print publications that are pretending to have a viable business model online. Our traditional business model for media is imploding. The destructive side of revolutions.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

MAY 21, 2010

Facebook has built its business model around gathering as much personal information about us as possible. For Facebook, it’s personal information that advertisers can use to target us. Of course, it may be a little bit easier to be this way when your own business model remains rather ill defined.). What do you think?

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

MARCH 19, 2010

Tags: Blogging Social Media B2B marketing Blog Business Facebook ITSMA ITSMA Research LinkedIn marketing Marketing and Advertising social media strategy Thought Leadership Twitter.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 100

Chris Koch

NOVEMBER 13, 2009

Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues. And even they aren’t talking, there’s no doubt that someone is having a relevant conversation about business issues that are important to your customers—and that you should be monitoring.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues. And even they aren’t talking, there’s no doubt that someone is having a relevant conversation about business issues that are important to your customers—and that you should be monitoring.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. How to adapt the publishing process to marketing.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. How to adapt the publishing process to marketing.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 7, 2011

They hold back because they know that they need the full support, commitment, and participation of the business in social media. The business case doesn’t exist for social media; but it does for idea marketing. But I talk to them all the time and I know that’s not the case for most of them. 30% said yes.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

OCTOBER 7, 2011

They hold back because they know that they need the full support, commitment, and participation of the business in social media. The business case doesn’t exist for social media; but it does for idea marketing. But I talk to them all the time and I know that’s not the case for most of them. 30% said yes.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

NOVEMBER 11, 2011

Creating business impact. Passion for building stronger businesses. Building a world of difference. Building tomorrow’s enterprise. Confidence in a connected world. Cutting through complexity. Experience certainty. Experience the commitment. Freedom to care. Inspire the next. People matter, results count. The power to know.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

Creating business impact. Passion for building stronger businesses. Building a world of difference. Building tomorrow’s enterprise. Confidence in a connected world. Cutting through complexity. Experience certainty. Experience the commitment. Freedom to care. Inspire the next. People matter, results count. The power to know.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

MAY 15, 2012

They are looking for inspiration and guidance on the business problems they face. They are looking for good ideas, facts, and data about how to solve their specific business problems. Increasingly, they are going to the internet for that guidance before they speak with salespeople.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

JUNE 5, 2009

Customers become highly sensitive to a company’s marketing and advertising messages in the aftermath of a crisis. If, for example, a company responds to a crisis by aggressively marketing itself to replace lost business without addressing the crisis or its impact, the company’s brand image will suffer. Striking the right tone.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

APRIL 30, 2010

I always take analysts’ forecasts with a grain of salt, but ABI’s prediction that mobile marketing (ads on mobile phones) will be a $4 billion business by 2014 makes you stop and think. I’m sure that there will be opportunities and reasons for B2B to advertise on these things eventually, but that’s the easy part. How do we compete?

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

JULY 22, 2011

Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” Sure, healthcare knows how to sell drugs, but in terms of preparing the customer for the experience of service delivery, fuggedaboudit.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

SEPTEMBER 18, 2009

These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.—that For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.—that For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

APRIL 8, 2011

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

MAY 20, 2011

Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. But focusing solely on engagement is the wrong goal. What we should be talking about instead is getting those experts involved in creating ideas.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

MARCH 25, 2011

At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

FEBRUARY 11, 2011

There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

OCTOBER 1, 2010

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Just because their business model doesn’t work anymore, that doesn’t mean that their model for developing ideas and getting them out into the marketplace should also be tossed out. It works.).

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

We always hear that it’s wrong to use a lot of jargon, and in general it is, but only because most B2B marketers are usually trying to reach a general audience of both business and technical people. What do you think? What are other important qualities to have in a social media voice? Tweet This Post.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

We always hear that it’s wrong to use a lot of jargon, and in general it is, but only because most B2B marketers are usually trying to reach a general audience of both business and technical people. What do you think? What are other important qualities to have in a social media voice? Tweet This Post.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

NOVEMBER 20, 2009

IT and business buyers are flocking to social media more rapidly than anyone would have imagined even a few years ago. Trade magazines are imploding as marketers continue to pull out of print advertising. and ad pages by 30.3%, according to American Business Media, a B2B trade association. Customer factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100