Chris Koch

JANUARY 15, 2010

We needed to hear from marketers who were out there day-to-day listening to CIOs’ problems and aspirations. Back then what marketers had to say was all about their offerings. Marketers and salespeople didn’t have to do much coaxing to get CIOs to buy, so why get complicated? But mostly we were. And why not? And why not?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

SEPTEMBER 9, 2011

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

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Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

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Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

JUNE 26, 2009

When I despair at ever mastering all the social media tools that exist out there, I remind myself (as I hope you will) that at its core social media is all about communication and that marketers are all expert communicators. My job is to learn about how to become a better B2B marketer and to share what I learn with others.

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Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

NOVEMBER 12, 2010

PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). Related articles. Here’s a new that model cuts out the two middle steps and rethinks the first and last steps. Visibility. This is the new primary role for PR.

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PR Peer-to-peer Press Public Relations 100

Chris Koch

JANUARY 31, 2014

According to the article, Michaels offered Fallon his dream job soon after the audition. Right now, the practice is to simply excerpt bits from their shows in “best of” compilations and market them. Latest Post Marketing Strategy' There’s a sweetness to him,” he told Vanity Fair. “I A New Kind of Online Bio.

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Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

OCTOBER 14, 2011

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Here’s my list of what seem like the right things to do on Twitter so that I feel like I’m being a good member of the B2B marketing guild —i.e., Related articles. I don’t seem to be alone. That’s my list.

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Chris Koch

OCTOBER 14, 2011

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Here’s my list of what seem like the right things to do on Twitter so that I feel like I’m being a good member of the B2B marketing guild —i.e., Related articles. I don’t seem to be alone. That’s my list.

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Social Media Media Twitter Social Networks 100

Chris Koch

APRIL 8, 2011

The marketing team wanted to do the workshop because, as one executive told me, “We’re committed to social media and we’ve done some good things, but we want to take it to the next level.”. We could all use some way to gauge our progress, especially in large, dispersed companies and marketing organizations. Related articles.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

OCTOBER 22, 2010

We should care more about lead management automation in B2B marketing. We have fewer and fewer outlets to do the heavy lifting of thought leadership for us by featuring our subject matter experts in in-depth analytical articles. This is where we as marketers need to provide more content—but not sales content. What do you think?

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Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

MARCH 5, 2010

Related articles by Zemanta. Why B2B marketing will become more visual, vocal, and mobile (christopherakoch.com). Tags: Mobile Marketing Social Media Apple B2B marketing Business Content Management ITSMA marketing Mobile Computing Site Management social media management social media strategy. But not until then.

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Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

MAY 15, 2012

We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. 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.

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FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

DECEMBER 2, 2011

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. These campaigns were the winners of this year’s ITSMA Marketing Excellence Awards. Related articles.

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Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. These campaigns were the winners of this year’s ITSMA Marketing Excellence Awards. Related articles.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

FEBRUARY 26, 2010

The number of B2B buyers who are ready to buy as soon as they engage with our marketing is small—and social media will make it even smaller. Related articles by Zemanta. There is no social media strategy, only marketing strategy (thecustomercollective.com). The era of the sales process beginning with a lead is over.

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Social Media Lead Generation B2B Thought Leadership Generation 100

Chris Koch

JULY 28, 2010

The multi-author approach is more loyal to the traditional marketing approach that says that the brand comes before the individual. Tags: Blogging Brand, Reputation, and Positioning B2B marketing Blog Brand Brand Management marketing Social Media. Multi-author is part of traditional branding. What do you think? Tweet This Post.

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Blogger Wikipedia Work Management Social Media 100

Chris Koch

JUNE 25, 2010

Reading these got me thinking that we probably need to rethink the concepts of introversion and extroversion in social media marketing. I think for marketers, the issue is less about whether our customers will be more extroverted online—they already are. Related articles by Zemanta. and, of course, came up with a theory.

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Social Media Peer-to-peer Media Wikipedia 100

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. Marketers can handle all that stuff.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. Marketers can handle all that stuff.

Social Media 100

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

Chris Koch

NOVEMBER 5, 2010

In fairness to PR people, if their metrics were entirely based on placements in articles, they’d all starve. Journalists can only do so many interviews and many of those don’t make it into articles. The emphasis is on contacting rather than helping. But most agencies overemphasize contacting—annoying phone calls, emails, etc.—at

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Chris Koch

MAY 7, 2010

How to use iPhone apps for marketing. But as marketers, if we’re going to break into someone’s collection, the bar is set really high. Related articles by Zemanta. Why B2B marketing will become more visual, vocal, and mobile (christopherakoch.com). Where is your mobile marketing center of gravity? Tweet This Post.

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Mobile Marketing Wikipedia Communities B2B Marketing 100

Chris Koch

JUNE 18, 2012

Related articles. I’ll also name the writers that I have working with the SMEs as we are doing interviews and working towards the “final” products: white papers, videos, etc. What are your arguments (for and against)? Fighting The Good Fight In Social Media (pr.typepad.com). Guest Post: Ghost Writing and Copy Editing (callowlea.com).

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Social Media Media Communities Transparency 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. That’s why marketers have to step in and help out. Marketers should use them to help inspire their content creators.

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B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JANUARY 22, 2010

We track the marketing mix (including PR) over time against trends in sales. This is the number of articles or blog posts that mention the product or service measured against the trend in sales. Related articles by Zemanta. But you’re not going to like them. Jumping through ROI hoops. Lots of variables there. What do you think?

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Social Media ROI Lead Ranking RSS 100

Chris Koch

AUGUST 23, 2011

The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long. Related articles. You have to come up with something really pithy and link to the deeper thinking. Twitter kills the long-winded entry about nothing. I just don’t want to wade through it all.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long. Related articles. You have to come up with something really pithy and link to the deeper thinking. Twitter kills the long-winded entry about nothing. I just don’t want to wade through it all.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

MARCH 12, 2010

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. Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”.

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Social Media Media Thought Leadership Work Management 100

Chris Koch

FEBRUARY 18, 2011

Related articles. Humility contributes to success by making others feel welcome to contribute their own ideas and feedback. What other attributes do thought leaders need to have? Which of these attributes are most important? Please give me your thoughts! The Problem with Thought Leadership (dannybrown.me). blogs.hbr.org). Tweet This Post.

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Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

JANUARY 29, 2010

Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Make no mistake; buyers understand the prices behind marketing content. So there is a price for marketing content. Image via Wikipedia.

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Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Make no mistake; buyers understand the prices behind marketing content. So there is a price for marketing content. Image via Wikipedia.

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Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

MARCH 19, 2010

I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing. Promote other types of marketing. Pretty obvious, right? Seed discussions.

Social Media 100

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

Chris Koch

FEBRUARY 12, 2010

Social media experts often chide marketers about control. The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen. Related articles by Zemanta.

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Social Media Forrester Media Transparency 100

Chris Koch

FEBRUARY 5, 2010

Then Gartner did what it always does; it coined an acronym: TLM, or Thought Leadership Marketing. Or at least, as some colleagues who also write thought leadership marketing have told me this week, too narrow. That’s why I suggested last year that we ditch thought leadership and use the phrase idea marketing instead.

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Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

OCTOBER 1, 2010

If you’re in B2B marketing, you gotta go to this thing. What are some ways B2B marketers can position themselves as thought leaders? Marketers can never be thought leaders! But marketers must lead and support SMEs in the development and publishing processes. Marketers today are too focused on the publishing part.

Thought Leadership 100

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

Chris Koch

JULY 9, 2010

Related articles by Zemanta. Integrating mobile into B2B marketing (christopherakoch.com). Tags: Mobile Marketing Thought Leadership B2B marketing Marketing Strategy Social Media Video game. I think they will force us to seriously rethink our approaches to thought leadership. What do you think? Tweet This Post.

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Thought Leadership B2B Thought Leadership Marketing Management Cross-Selling 100

Chris Koch

MAY 5, 2014

There are three other areas where the costs of production will soon reach zero, according to a fascinating academic article (in this rare case that’s not an oxymoron) by Mark A. Sounds like a market that it could try to sew up through patents. Things Were Fine Until the Internet Came Along. Lemley, William H. How about you?

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Copyright Distribution Youtube Internet Marketing 100

Chris Koch

JULY 29, 2011

McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. The article itself is one of the best examples of thought leadership I have ever read. The chattering classes intrude.

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Social Media Thought Leadership Paid Search Agency Companies 100