Chris Koch

APRIL 9, 2010

But it’s not enough just to support bloggers. It would be wonderful if your bloggers were the only experts writing about their fields. A former colleague that I really admire managed to mention his 30 year experience in marketing into the first minute of conversation with anyone new. If that’s the case, great. Stop reading.

SME 100

SME Aggregators Blogger Social Media 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. Marketing is the default head of social media management in most companies. That’s why marketers have to step in and help out. 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

OCTOBER 6, 2009

It’s great because the software acts as a battering ram for alignment between marketing and sales. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. Create an editorial calendar.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 6, 2009

It’s great because the software acts as a battering ram for alignment between marketing and sales. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. Create an editorial calendar.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 14, 2011

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. helping my followers learn and discover new people who have smart things to say about marketing.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

OCTOBER 14, 2011

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. helping my followers learn and discover new people who have smart things to say about marketing.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

JUNE 26, 2009

When I despair at ever mastering all the social media tools that exist out there, I remind myself (as I hope you will) that at its core social media is all about communication and that marketers are all expert communicators. My job is to learn about how to become a better B2B marketer and to share what I learn with others.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

JUNE 25, 2010

First, Paul Dunay (did I mention that Paul is my favorite B2B blogger yet today?) Reading these got me thinking that we probably need to rethink the concepts of introversion and extroversion in social media marketing. I think for marketers, the issue is less about whether our customers will be more extroverted online—they already are.

Social Media 100

Social Media Peer-to-peer Media Wikipedia 100

Chris Koch

DECEMBER 23, 2009

Furthermore, a vanity search cannot distinguish whether what’s being said about your brand is coming from a blogger with 2000 readers that include your most important customers or from a grad student whose RSS feed goes to his Mom. Yet this same newness means that few are integrated with the software that marketers already have, such as CRM.

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

AUGUST 23, 2011

The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long. You have to come up with something really pithy and link to the deeper thinking. Twitter kills the long-winded entry about nothing. I also think there’s a piling on factor in G+.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long. You have to come up with something really pithy and link to the deeper thinking. Twitter kills the long-winded entry about nothing. I also think there’s a piling on factor in G+.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

JANUARY 22, 2010

We track the marketing mix (including PR) over time against trends in sales. So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. 10 Tips for Beginning Bloggers (edtechpower.blogspot.com). startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 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. the Whole Foods CEO using an alias to bash competitors or the Wal-Mart bloggers who didn’t disclose that they were being paid by the company). This [Choose. Blog, Space.]

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

SEPTEMBER 25, 2009

One client summed it up by saying that there are two points of resistance in the process of bringing new things to market. Influencer research (analysts, journalists, bloggers, academics, etc.). Get help in determining the need in the market and pla around with options before going ahead. Makes our jobs that much easier.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

One client summed it up by saying that there are two points of resistance in the process of bringing new things to market. Influencer research (analysts, journalists, bloggers, academics, etc.). Get help in determining the need in the market and pla around with options before going ahead. Makes our jobs that much easier.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

MARCH 19, 2010

I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing. Promote other types of marketing. Pretty obvious, right? Gather research.

Social Media 100

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

Chris Koch

SEPTEMBER 18, 2009

For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

AUGUST 3, 2010

Employees and subject matters experts need active support from marketers to develop their social media voices. In ITSMA’s social media survey, 68% said that marketing is the catalyst for social media. I humbly offer these guidelines in the spirit of the B2B marketing guild. I’d love to hear your additions, comments, rants.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

Employees and subject matters experts need active support from marketers to develop their social media voices. In ITSMA’s social media survey, 68% said that marketing is the catalyst for social media. I humbly offer these guidelines in the spirit of the B2B marketing guild. I’d love to hear your additions, comments, rants.

Social Media 100

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

Chris Koch

JULY 29, 2011

McKinsey 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. The political stir encouraged journalists and bloggers to try digging deeper into the story and that’s when McKinsey got into trouble.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100