| | | Chris Koch | |  B2B | 117 articles |
| Page 1 of 2 | Previous | Next | CHRIS KOCH JULY 29, 2011 How social media muteness endangers your company: The crisis at McKinsey Latest Post Social Media Thought Leadership B2B marketing Blogging Congressional Budget Office Employment Health care Health care reform in the United States ITSMA Marketing Strategy McKinsey & Company social media management social media strategy Urban Institute White HouseMcKinsey 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. textbook example of pragmatic thought leadership. That picture is stark and scary. And so it did. | CHRIS KOCH OCTOBER 1, 2010 13 questions about social media and thought leadership It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. Why should B2B companies try to be thought leaders in their industry? Because online search has become so important to the B2B buying cycle. What are some ways B2B marketers can position themselves as thought leaders? can’t wait. | | | | | |
| CHRIS KOCH OCTOBER 7, 2011 7 reasons why social media success has nothing to do with social media This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. Social doesn’t happen in B2B without a culture change. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. It would be easy to say that B2B companies don’t have social media policies because they just don’t get it, or they’re slow and lack resources. But you can’t tweet a 50%-off coupon in B2B. Many B2B companies have already said no to social media. Marketers can handle all that stuff. 30% said yes. | CHRIS KOCH FEBRUARY 18, 2011 Eight attributes of a thought leader Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterSocial media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. Curiosity. | CHRIS KOCH MAY 15, 2012 Why salespeople should sell ideas: an FAQ We all know the increasing importance of ideas in B2B marketing. Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. In a recent ITSMA survey, 88% of B2B buyers said that ideas are important or critical for providers that want to make it to their short lists. Besides creating idea networks, B2B companies also have to become publishers. With the decline of B2B trade publishing, B2B providers have to pick up the slack. | CHRIS KOCH MAY 6, 2011  How to measure influence in social media marketing For example, many ITSMA members are companies that began by selling B2B products but are now trying to become known as full-service solution companies. Latest Post Marketing Strategy Social Media B2B marketing Empire Avenue Internet Marketing Klout Marketing ROI Media influence social media management Social Media Metrics social media strategy Twitter Twitter GraderThe monitors. | | | | | | | |
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CHRIS KOCH | FRIDAY, MARCH 4, 2011  What the slow death of B2B publishing means for marketers
This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. B2B buyers are tired of marketing, but they’re not tired of ideas. The people who used to do that, B2B journalists, aren’t doing it so much anymore. It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. Try all of them. MORE >> -
CHRIS KOCH | FRIDAY, APRIL 10, 2009 Why bother with thought leadership? Five questions and answers.
Especially in B2B, where the products and solutions are complex and usually need to be adapted/customized in some way, developing the relationship through knowledge helps demonstrate to customers that providers can go beyond the product specification sheet and help them with their business needs. Especially in B2B, products and services are becoming more complex and sales cycles are getting longer. This post is from a real query I received from a client this week. See what you think of my answers: How did thought leadership initiatives in companies begin? Posted in Uncategorized MORE >> -
CHRIS KOCH | FRIDAY, OCTOBER 30, 2009 Want proof that the C-suite is into social media? Here it is.
Most of ITSMA’s clients are B2B marketers from big technology companies that sell big, complex products, services, and solutions. There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.; the other is the river of conversation that flows through the event at breaks, meals and receptions. This is where you get the dope on the shared challenges of the attendees. We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media. MORE >> -
CHRIS KOCH | TUESDAY, DECEMBER 28, 2010 15 things marketers should stop doing and thinking in 2011
For expensive, complex B2B products and services, social media can improve relationships with customers and increase awareness. Latest Post Marketing Strategy Mobile Marketing Social Media B2B marketing Business Facebook ITSMA Research LinkedIn Marketing ROI Rate of return Smartphones Social network TwitterHere’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Companies have a long and pointless history of resisting new forms of communication. Dude, this stuff isn’t heroin, okay? don’t. MORE >> -
CHRIS KOCH | FRIDAY, JULY 10, 2009 How old-school data capture is poisoning marketing and what to do about it
Now that may be due in part to the fact that most B2B marketers have only recently begun using Web 2.0 Indeed, some B2B early adopters are seeing 10-15% of their lead totals generated through social media, according to this survey by DemandGenReport. B2B marketer Tom Bottom got me thinking about this issue this week with a daring post that questions whether we should be doing any data capture at all. Check out the B2B Marketing Zone. Lead Generation Social Media Thought Leadership B2B marketing Epiphany Stage Passive Profiling social media strategy Web 2.0 MORE >>
- Is the era of PR over? CHRIS KOCH | FRIDAY, NOVEMBER 5, 2010
- 4 Reasons Why Facebook Stinks for B2B Marketing CHRIS KOCH | FRIDAY, AUGUST 5, 2011
- 9 attributes of the best thought leadership content CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
- Is lead generation killing marketing? CHRIS KOCH | FRIDAY, JUNE 11, 2010
- 3 ways to link marketing to revenue without metrics CHRIS KOCH | FRIDAY, MARCH 18, 2011
- Three steps for B2B marketers to build a personal social media presence CHRIS KOCH | FRIDAY, JUNE 26, 2009
- 13 qualities of a good social media voice CHRIS KOCH | TUESDAY, AUGUST 3, 2010
- The prerequisite to effective social media: the idea organization CHRIS KOCH | FRIDAY, MARCH 25, 2011
- Stop doing PR. Start doing visibility. CHRIS KOCH | FRIDAY, NOVEMBER 12, 2010
- The last of the anti-social marketing tactics CHRIS KOCH | FRIDAY, NOVEMBER 11, 2011
- Four reasons to hate thought leadership CHRIS KOCH | SATURDAY, FEBRUARY 4, 2012
- Have you created a waking dream for your customers? CHRIS KOCH | FRIDAY, JULY 16, 2010
- Does integrity make you a social media loser? CHRIS KOCH | FRIDAY, OCTOBER 14, 2011
- Why our thought leadership is broken CHRIS KOCH | FRIDAY, SEPTEMBER 17, 2010
- How to get others to blog CHRIS KOCH | FRIDAY, MARCH 26, 2010
- 15 qualities of a good social media voice CHRIS KOCH | TUESDAY, AUGUST 3, 2010
- Why Lead Management Automation Really Matters CHRIS KOCH | FRIDAY, OCTOBER 22, 2010
- Should sales enablement be owned by sales rather than marketing? CHRIS KOCH | FRIDAY, SEPTEMBER 24, 2010
- How to get employees involved in social media: focus on ideas CHRIS KOCH | FRIDAY, MAY 20, 2011
- The five stages of social media grief—have you passed through them yet? CHRIS KOCH | WEDNESDAY, JUNE 15, 2011
- 6 lessons on how NOT to market to customers CHRIS KOCH | FRIDAY, JULY 22, 2011
- Marketing’s golden opportunity in innovation CHRIS KOCH | FRIDAY, APRIL 22, 2011
- In social media, no one knows you’re an introvert CHRIS KOCH | FRIDAY, JUNE 25, 2010
- How to make social media add up to thought leadership CHRIS KOCH | THURSDAY, DECEMBER 16, 2010
- Should we stop marketing to the CIO? CHRIS KOCH | TUESDAY, OCTOBER 12, 2010
- B2B social media lessons from Steven Slater and Mark Hurd CHRIS KOCH | FRIDAY, AUGUST 13, 2010
- I have seen the future of B2B marketing. It’s on Forbes. CHRIS KOCH | WEDNESDAY, NOVEMBER 7, 2012
- How to write blog posts from a white paper CHRIS KOCH | FRIDAY, MARCH 23, 2012
- Is ghost writing in social media right or wrong? CHRIS KOCH | MONDAY, JUNE 18, 2012
- 2011: The year of personal brands CHRIS KOCH | FRIDAY, JANUARY 28, 2011
- Six ways that marketing needs to lead the organization in social media CHRIS KOCH | FRIDAY, MAY 14, 2010
- Is Twitter “social?” CHRIS KOCH | FRIDAY, SEPTEMBER 23, 2011
- Where is the utility in mobile apps for B2B? CHRIS KOCH | MONDAY, DECEMBER 10, 2012
- We need a chief marketing analytics officer CHRIS KOCH | FRIDAY, FEBRUARY 11, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- How do you know when you’ve reached the next level in social media? CHRIS KOCH | FRIDAY, APRIL 8, 2011
- How to establish a voice of authority in a blog CHRIS KOCH | FRIDAY, APRIL 9, 2010
- Why serious games are a serious form of thought leadership marketing CHRIS KOCH | FRIDAY, JULY 9, 2010
- Is “social media campaign” an oxymoron? CHRIS KOCH | FRIDAY, DECEMBER 2, 2011
- The five components of a successful thought leadership program CHRIS KOCH | FRIDAY, AUGUST 21, 2009
- 3 factors in winning the social media horse race CHRIS KOCH | TUESDAY, AUGUST 23, 2011
- Top B2B marketing posts for 2009 (hint: social media) CHRIS KOCH | WEDNESDAY, DECEMBER 30, 2009
- Why Tut would have been buried with his iPhone CHRIS KOCH | FRIDAY, MAY 7, 2010
- Why Twitter is for old people CHRIS KOCH | TUESDAY, JUNE 16, 2009
- Social media raises the bar for customer intimacy CHRIS KOCH | FRIDAY, MARCH 12, 2010
- How to create B2B social media policies CHRIS KOCH | TUESDAY, NOVEMBER 24, 2009
- Will you tell me what you think of my blog? CHRIS KOCH | FRIDAY, AUGUST 20, 2010
- The crisis of buyer information in B2B and how to fix it CHRIS KOCH | TUESDAY, AUGUST 16, 2011
- There is only one objective in social media: create learning networks CHRIS KOCH | FRIDAY, JANUARY 8, 2010
- We need an app for that CHRIS KOCH | FRIDAY, JULY 24, 2009
- Do too many cooks spoil the blog? CHRIS KOCH | WEDNESDAY, JULY 28, 2010
- How Facebook’s privacy disasters will change B2B marketing CHRIS KOCH | FRIDAY, MAY 21, 2010
- The five components of a successful thought leadership program CHRIS KOCH | FRIDAY, AUGUST 21, 2009
- There is no social media strategy, only marketing strategy CHRIS KOCH | WEDNESDAY, FEBRUARY 24, 2010
- Integrating mobile into B2B marketing CHRIS KOCH | THURSDAY, MAY 27, 2010
- How to use social media for B2B CHRIS KOCH | FRIDAY, MARCH 19, 2010
- Why marketers must become the new publishers CHRIS KOCH | TUESDAY, OCTOBER 6, 2009
- The power of self-regulation in customer relationships CHRIS KOCH | FRIDAY, JUNE 18, 2010
- Is “social media campaign” an oxymoron? CHRIS KOCH | FRIDAY, DECEMBER 2, 2011
- How social media will change lead generation in B2B CHRIS KOCH | FRIDAY, FEBRUARY 26, 2010
- Why your marketing to CIOs may be irrelevant—and what to do about it CHRIS KOCH | FRIDAY, AUGUST 7, 2009
- 9 attributes of the best thought leadership content CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
- The crisis of buyer information in B2B and how to fix it CHRIS KOCH | TUESDAY, AUGUST 16, 2011
- 3 factors in winning the social media horse race CHRIS KOCH | TUESDAY, AUGUST 23, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- Is Twitter “social?” CHRIS KOCH | FRIDAY, SEPTEMBER 23, 2011
- 7 reasons why social media success has nothing to do with social media CHRIS KOCH | FRIDAY, OCTOBER 7, 2011
- Does integrity make you a social media loser? CHRIS KOCH | FRIDAY, OCTOBER 14, 2011
- The last of the anti-social marketing tactics CHRIS KOCH | FRIDAY, NOVEMBER 11, 2011
- Where is your mobile marketing center of gravity? CHRIS KOCH | FRIDAY, APRIL 30, 2010
- It’s official: Marketing owns social media management. Now what? CHRIS KOCH | FRIDAY, APRIL 16, 2010
- How to build emotional engagement in B2B marketing CHRIS KOCH | FRIDAY, APRIL 2, 2010
- When does content need to be mobile? CHRIS KOCH | FRIDAY, MARCH 5, 2010
- Thought leadership is still dead; long live idea marketing CHRIS KOCH | FRIDAY, FEBRUARY 5, 2010
- How much do you “charge” for your content? CHRIS KOCH | FRIDAY, JANUARY 29, 2010
- How much do you “charge” for your content? CHRIS KOCH | FRIDAY, JANUARY 29, 2010
- Why the volume and quality of interactions with customers has to pass for social media ROI CHRIS KOCH | FRIDAY, JANUARY 22, 2010
- Social media isn’t enough. We need a marketing transformation. CHRIS KOCH | FRIDAY, JANUARY 15, 2010
- Why B2B marketers need to embrace deal marketing CHRIS KOCH | TUESDAY, DECEMBER 29, 2009
- Why B2B marketers hate social media CHRIS KOCH | FRIDAY, DECEMBER 18, 2009
- Why B2B marketing will become more visual, vocal, and mobile CHRIS KOCH | FRIDAY, DECEMBER 11, 2009
- Six factors driving B2B social media marketing adoption CHRIS KOCH | FRIDAY, NOVEMBER 20, 2009
- Social media strategy for B2B: what’s required and what’s optional CHRIS KOCH | FRIDAY, NOVEMBER 13, 2009
- Social media strategy for B2B: what’s required and what’s optional CHRIS KOCH | FRIDAY, NOVEMBER 13, 2009
- Want to understand your customers’ business needs? Give them an award. CHRIS KOCH | FRIDAY, NOVEMBER 6, 2009
- Where should your corporate blogs live? CHRIS KOCH | FRIDAY, OCTOBER 16, 2009
- We’re missing the real social media revolution CHRIS KOCH | MONDAY, OCTOBER 12, 2009
- We need an app for that CHRIS KOCH | FRIDAY, JULY 24, 2009
- Four reasons to stop measuring marketing CHRIS KOCH | FRIDAY, JULY 31, 2009
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