Remove audience

Chris Koch

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Should we stop marketing to the CIO?

Chris Koch

First, that they must know more about their CIO audiences than ever, and second, they must rethink how they market to target companies. The importance of audience segmentation in B2B will increase. But this time, they may finally be right—at least about certain types of CIOs. Cloud creates a new buying decision pattern.

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How to use social media for B2B

Chris Koch

Develop a target audience. Monitoring tools help determine how much impact these smart things are having on our target audiences. It’s up to marketing to find SMEs who can engage in the conversations that are most important to your target audience. Gather information by asking questions. Pretty obvious, right?

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Eight attributes of a thought leader

Chris Koch

At a minimum, a thought leader must have experience that will sound relevant to your target audience. Usually, that means experience that is deeper than the target audience has, or breadth of experience working across multiple companies or industries, or all of the above. Relevant experience. Storytelling.

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The 2 questions on every buyer’s mind

Chris Koch

We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. What should I be preparing to do in the future?

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The 2 questions on every buyer’s mind

Chris Koch

We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. What should I be preparing to do in the future?

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Where is your mobile marketing center of gravity?

Chris Koch

While it may be possible to build an outstanding standalone app that wows your audience, I think the chances are pretty similar to an individual seed’s chances of surviving to become a mature oak—really slim. Your audience will mind. And Mother Nature doesn’t seem to mind having lots of oak trees that all look pretty much the same.

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16 best practices for creating customer councils

Chris Koch

Use the Chatham House rule: “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.”. Limit the number of members—no more than 25 at each meeting.