best interests 
Chris Koch
APRIL 10, 2014
We don’t report on the state of the world, we don’t investigate corruption, we don’t take controversial positions, and we focus only on the subject areas that further the interests of our companies’ missions to sell stuff. The best idea marketing is conceived, funded, created, and disseminated by a commercial interest in a commercial goal.
Chris Koch
SEPTEMBER 29, 2011
It’s best to address a problem before customers realize that it’s a problem. The best thought leadership pieces are bold and attack conventional wisdom. Thought leadership is little more than an interesting opinion unless it is backed up with data and case studies. Here’s what I have so far. Provocative. Differentiated.
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Chris Koch
SEPTEMBER 29, 2011
It’s best to address a problem before customers realize that it’s a problem. The best thought leadership pieces are bold and attack conventional wisdom. Thought leadership is little more than an interesting opinion unless it is backed up with data and case studies. Here’s what I have so far. Provocative. Differentiated.
Chris Koch
NOVEMBER 11, 2011
I’ve spoken to hundreds of CIOs in my career as a journalist and I can tell you that at best, they ignore taglines ; at worst, they feel their intelligence insulted by them. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. The power to know.
Chris Koch
NOVEMBER 11, 2011
I’ve spoken to hundreds of CIOs in my career as a journalist and I can tell you that at best, they ignore taglines ; at worst, they feel their intelligence insulted by them. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. The power to know.
Chris Koch
APRIL 2, 2010
I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? We have to stop torturing ourselves trying to write interesting things about our dry technology. Journalism has long understood that people respond to other people and to stories.
Chris Koch
MAY 1, 2009
Few salespeople or marketers feel qualified—or interested—in crossing over to the other side. You need to find tasks that both sales and marketing have a need for and interest in, but that make sense to share. In typical functional fashion, sales and marketing have gravitated toward things that the other can’t or won’t do.
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