Chris Koch

MAY 1, 2009

Our research on Account-Based Marketing has revealed a few such tasks: Customer understanding. Salespeople are best equipped and most motivated to understand the “now” of the account: what has already been sold to customers and what they are most likely to buy next. And both know how to gain that understanding. Sharing what works.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

MARCH 25, 2011

I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. Let’s look at some attributes I’m seeing I’m my research: Show commitment to idea development from the top. The winning ideas are implemented.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

MARCH 26, 2010

Filter research. Customer research can provide tons of fodder for content, but you can’t just dump it on SMEs unfiltered. Very few writers are able to get their best thoughts out on paper without some help. Okay, so you need to work for IBM to access it, but Skribit is available to the rest of us.). Incite them. Tweet This Post.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

APRIL 10, 2009

Thought leadership marketing is based on the academic research publishing model, in which academics created journals built around a peer review process. Other companies have adopted pieces of the academic research publishing model for their own thought leadership marketing. Is it only focused in knowledge intensive industries?

Thought Leadership 100

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

Chris Koch

NOVEMBER 12, 2010

Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day. The best way to get press and influencer attention these days is to write smart things that are easily discoverable. Gatekeeper.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

OCTOBER 7, 2011

ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. 9 attributes of the best thought leadership content (christopherakoch.com). They had to do with other things that companies have to do before they can successfully engage in social media. What do you think? Related articles.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. 9 attributes of the best thought leadership content (christopherakoch.com). They had to do with other things that companies have to do before they can successfully engage in social media. What do you think? Related articles.

Social Media 100

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

Chris Koch

JUNE 11, 2010

In my research, I’ve never seen anyone claim that marketing contributes anywhere near 50% of the leads that turn into sales. Meanwhile, an overemphasis on leads causes salespeople to devalue the things that marketers really do best. We need to get past this battle over leads and get back to doing what we do best. Seems doubtful.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Sales Qualified Leads 100

Chris Koch

NOVEMBER 24, 2009

The best documents don’t just tell employees what not to do; they also tell them what they should be doing to further the marketing goals of the company. People need to know that taking personal responsibility for their actions is the best guideline of all. The best retort to criticism is factual evidence to the contrary.

Social Media 100

Social Media Media Guidelines B2B 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 think so because social media is starting to give us a way to scale intimacy. We can do it with content. Social media reduces the incremental cost of content. Think of social media management as filling in the gaps.

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. Thankfully, adults have another context for developing relationships: communities of learning. And it’s in this sense that Twitter is a goldmine for B2B marketers.

Twitter 100

Twitter Web 2.0 Social Media Communities 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

DECEMBER 2, 2011

I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. You’re just warming up to social media campaigns because you work for ITSMA and these are the companies who won your contest. I’m not a slut, I’m a snob. Actually, I’m not a slut. I’m more of a snob.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. You’re just warming up to social media campaigns because you work for ITSMA and these are the companies who won your contest. I’m not a slut, I’m a snob. Actually, I’m not a slut. I’m more of a snob.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

OCTOBER 1, 2010

My feeling is that it is apt, because the best model we have for doing this is publishing—i.e., What social media vehicles are best for promoting B2B thought leadership? Research them! ITSMA research shows that nothing comes close to peer networking and small-scale events. traditional media companies.

Thought Leadership 100

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

Chris Koch

AUGUST 3, 2010

The best social media voices have a clear understanding of what it feels like to stand in their audiences’ shoes. For example, Twitter updates that come with a link to something deeper to read (such as news, opinion, tips, research, and thought leadership) are more likely to be passed on, or retweeted, to others. Empathetic.

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. It is bold, clear, authoritative, and based on solid research. That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives. A textbook example of pragmatic thought leadership.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100