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. That’s why marketers have to step in and help out. Very few writers are able to get their best thoughts out on paper without some help. Marketers should use them to help inspire their content creators.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

SEPTEMBER 23, 2011

These days, my audience is B2B marketers and my goal is to help you learn. The best truly “social” interactions I see on Twitter are organized chats. And in many years of interviewing this audience and blogging to it, they all tell me that they get online to learn, not socialize (even the older ones use online search like crazy.

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

MAY 19, 2014

MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society. A CEO Who Lived the Crisis in Education.

Conference 100

Conference Education Viral Marketing Class 100

Chris Koch

APRIL 10, 2009

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.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

OCTOBER 16, 2009

These marketers take a direct role in finding and supporting internal bloggers and in helping them develop content. They encourage subject matter experts to blog, track what they write about, and offer blogging guidelines and help when needed. That runs counter to the spirit of the best blogs. Integration with other marketing.

B2B Thought Leadership 100

B2B Thought Leadership Blogger Thought Leadership Word of Mouth 100

Chris Koch

JULY 16, 2010

Because you are helping them create a waking dream to play with. Sometimes, providing a fallow field for customers to create their own thought leadership is in itself the very highest form of thought leadership. What is a waking dream? You probably know what I mean by waking dream.

B2B Thought Leadership 100

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

Chris Koch

AUGUST 16, 2011

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. We keep hearing that at some point web users may truly be able to stop you from learning anything about them.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. We keep hearing that at some point web users may truly be able to stop you from learning anything about them.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

JUNE 26, 2009

But his personal presence in social media is based on sharing best practices in B2B and social media generally—there’s nary a mention of his company or his day job. One of the best ways to start is with RSS. The best way to figure out how to use Tweetdeck is to hover your mouse over the image that comes with each tweet you receive.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

SEPTEMBER 17, 2010

The best example of this that I can think of is IBM’s Smarter Planet. Rather than just shoving readers’ muzzles in the bucket of surveys and white papers, we lead them there with some short, clear, visual themes that are focused on issues that matter to customers rather than on silly ad tag lines or collages of the logo.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MARCH 12, 2010

We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. I can’t help but think that as the different social media channels continue to evolve, customer intimacy is going to take a leap forward. I think so because social media is starting to give us a way to scale intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JUNE 16, 2009

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. I immediately started to feel a responsibility to start Twittering links that I think could help others in my position. Think about it. Linking to learn.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

JULY 10, 2009

In my experience, IT prospects tend to lie about their titles and their level of interest because they’re afraid that they won’t get the best content or treatment if they admit that they’re trapped on the help desk instead of wielding that big stick of decision-making. But is that lead totally useless? I don’t think so.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

MAY 13, 2011

so I can use all the help I can get.). The “I’m genuinely interested in knowing you more—no really I am” category: “Let me know if I can help you in any way.” But now I’m on Twitter and I’ve just met you, so what kind of help are we talking about here? We will do our very best to keep you informed and entertained.”

Twitter 100

Twitter Validation CAN-SPAM Facebook 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. Another way is by picking themes to help guide your TL development. Smarter Planet helps SMEs at IBM focus. Marketing is helping develop offerings. Please add your thoughts!

Thought Leadership 100

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

Chris Koch

MARCH 12, 2012

who is a veteran of corporate networking (he helped develop the first devices for connecting PCs on the corporate network). Users simply want to use the device they like best; they care less about who owns it (indeed, many would be happy to have the company buy it for them). But you can’t do this with one app.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

AUGUST 3, 2010

Writing style guides can also help, but who has time to plow through them? The best social media voices have a clear understanding of what it feels like to stand in their audiences’ shoes. Our helpful deeds in social media are often seen by many others who spread the help farther and enhance our reputation.

Social Media 100

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

Chris Koch

JULY 29, 2011

The article itself is one of the best examples of thought leadership I have ever read. On June 20, long after the bloggers had already moved on, McKinsey finally made the survey and its methodology transparent and issued a cranky and defensive statement about the survey that helped things not at all. You’ve heard all that before.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100