Chris Koch

JUNE 15, 2011

Not gonna happen in B2B. Those “theme” martinis offered during open bar receptions at marketing conferences are also reportedly on the way out—but it’s taking the FDA some time to catalogue all the different varieties.). “Another marketing channel on top of my existing workload, with no extra budget or headcount? Bargaining.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) Here are my thoughts on the big pieces. What do you think?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

NOVEMBER 5, 2010

Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. In B2B, that’s not going to build relationships with customers. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., Placement PR. Control kills placement.

PR 100

PR Press Paid Search Agency Lead Ranking 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.). You can’t do what one B2B company did: require that subject matter experts submit tweets to PR for approval two weeks in advance of posting. Visibility.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

JULY 22, 2011

All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. 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.” I think we do this pretty well in B2B.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 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. Then make a plan for hitting those topics in as many different types of content as possible (blog posts, conference presentations, videos, etc.) How to use social media for B2B (christopherakoch.com).

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JULY 16, 2010

Can you start to see how this would take us way past the level of the typical conference (assuming you had the clout to blast through the brick wall surrounding these peoples’ schedules) and into the I-love-you-man territory of life-altering bonding between customer and provider? I think there must be many more than this. Tweet This Post.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Peer-to-peer Wikipedia 100

Chris Koch

JUNE 16, 2009

And it’s in this sense that Twitter is a goldmine for B2B marketers. You can seek out the best thinkers in marketing—people that you’ve paid money to go see at conferences—and listen to what they have to say anytime, for free. Thankfully, adults have another context for developing relationships: communities of learning.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

OCTOBER 6, 2009

I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Posted in Thought Leadership Tagged: B2B marketing, Marketing Automation, Marketing Processes, Thought Leadership. What’s your publishing process for content?

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 6, 2009

I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Tags: Thought Leadership B2B marketing Marketing Automation Marketing Processes. By improve I don’t mean that we all have to learn to write like Tolstoy. Tweet This Post.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

MARCH 12, 2010

These are companies that rely heavily on innovative, exciting, status-conferring new products to hold customer interest. We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. Customers rely on these companies to deliver reliability and quality at a low price.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 15, 2010

As McKinsey consultant David Edelman said at the ITSMA annual conference last November, we can’t make social media an add-on to a system that isn’t adding the value that it once did. And just as important, they are going to have to sell the value of that engine to their businesses to prevent further cuts to the budget. Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JANUARY 22, 2010

The growth in traffic then confers its own authority—you get lots of visits so you must be smart. Tags: Blogging Marketing Metrics and Analytics Social Media Add new tag Advertising B2B marketing Blog blogs Business Google Google Analytics Marketing ROI RSS social media strategy Technorati Twitter. It becomes a virtuous cycle.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

OCTOBER 1, 2010

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.

Thought Leadership 100

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

Chris Koch

FEBRUARY 5, 2010

What types of vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). If not, can they envision you moving into that role—i.e., myventurepad.com).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

JULY 29, 2011

It was like letting a dumb teenager into one of McKinsey’s glass conference rooms with a stack of fireworks and handing him a match. However, something as politically charged as the healthcare debate is not the normal territory of buttoned-down consulting firms like McKinsey. Something important was bound to get damaged. And so it did.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100