Chris Koch

JANUARY 22, 2010

Here are some metrics, mostly for blogs, that help build engagement with customers and prospects. For example, being listed on the blogroll of a highly respected blogger, analyst, or journalist not only generates traffic; it also establishes you as an authority among the people who care most about the subject you’re blogging about.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

NOVEMBER 12, 2010

Examples of how you do this are: Make them visible on social networks. Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Twitter’s viral relationship model means that your subject matter experts can build up their networks of influence much faster than through a press release.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

MAY 1, 2009

For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration. They try to do it with golf games or off-site team-building exercises. But it makes sense to collaborate.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

APRIL 30, 2010

I always take analysts’ forecasts with a grain of salt, but ABI’s prediction that mobile marketing (ads on mobile phones) will be a $4 billion business by 2014 makes you stop and think. We can’t simply create an application that links to static website content, for example. An example of this is user groups. How do we compete?

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

MARCH 26, 2010

And while marketers can create some social media content, they can (and should) rely on their subject matter experts (SMEs) to create most of the stuff that’s going to build trust and relationships with customers. Pick topics that matter to your customers and your business and ask your SMEs to create content for those topics.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JANUARY 28, 2011

But Owyang didn’t just post on his own blog; he also posted on a Forrester blog that was created around his business line. For example, Owyang’s replacement, Augie Ray, has his own personal blog, but his posts also appear on a group blog targeted at the business line he serves, “Interactive Marketing.”

Personalization 100

Personalization Forrester Brand Identity Branding 100

Chris Koch

JULY 10, 2009

He offers a great example from a client: “For example, in our campaign with Level 3, a leading fiber-based communications company, we tracked whether prospects downloaded a vbook. If prospects downloaded it, we can assume they were checking if their building or business is within Level 3’s fiber network.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

JANUARY 8, 2010

Not in our businesses, though. Whether it’s blogs, Twitter, LinkedIn, or private communities that we build ourselves, the common thread is that by focusing on learning we build and retain buyers’ interest. Your internal learning network should integrate with the ones you want to build for customers. The rest is promotion.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

SEPTEMBER 17, 2010

The best example of this that I can think of is IBM’s Smarter Planet. Most CIOs wouldn’t mind being green, but their businesses evaluate them on cost and efficiency. We’re building the publishing engines in our marketing groups, but I think we’re leaving this larger issue of themes and marketing by association out of the process.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

DECEMBER 18, 2009

B2B customers tend to be high on the executive ladder and are usually reluctant to discuss their business strategies in public forums. Social media is another channel for making the connection and building the relationship with customers. With good reason. But of course, no B2B marketing strategy does that. What do you think?

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

NOVEMBER 5, 2010

In B2B, that’s not going to build relationships with customers. The agency must go through the guard dogs to get permission for the subject matter experts to speak, then they must get the attention of the busy interviewee, then they must coordinate with the busy executive and the external parties to make it all come together.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

SEPTEMBER 18, 2009

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.—that Then you need to get those people’s permission to build your network further. that it’s hard to know where to place your bets. Viral model.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

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.—that Then you need to get those people’s permission to build your network further. that it’s hard to know where to place your bets. Viral model.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. How to adapt the publishing process to marketing.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. How to adapt the publishing process to marketing.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

JUNE 16, 2009

The wonderful thing about following (in the business context) on Twitter is that it’s like being at a cocktail party where you see a circle of people having an interesting conversation that you can just break into—without having to know any of them or having to say something interesting. An entrée to the cocktail party.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

SEPTEMBER 11, 2009

They have genetic tendencies towards extroversion, confidence, hope (some would say denial), relationship building, and the real differentiator: emotional perception—usually expressed as the ability to “read people” (and one’s self). Yammer is one great example of this. I do think there is a gene for sales. Information.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

They have genetic tendencies towards extroversion, confidence, hope (some would say denial), relationship building, and the real differentiator: emotional perception—usually expressed as the ability to “read people” (and one’s self). Yammer is one great example of this. I do think there is a gene for sales. Information.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

FEBRUARY 7, 2014

Here’s an example of a post that will run soon on SAP ‘s blogging channels that I collaborated on with my colleague, Stephanie Overby: The True Workhorse Behind the Maker Revolution (Hint: It’s not 3D Printers ). Building something unique out of nothing, layer by material layer in front of our eyes is no small feat, right?

Startups 100

Startups High Quality Lead Cost Order 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. Just because their business model doesn’t work anymore, that doesn’t mean that their model for developing ideas and getting them out into the marketplace should also be tossed out. It works.).

Thought Leadership 100

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

Chris Koch

AUGUST 3, 2010

You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. 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.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. We always hear that it’s wrong to use a lot of jargon, and in general it is, but only because most B2B marketers are usually trying to reach a general audience of both business and technical people. Was this just a passing fancy?

Social Media 100

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

Chris Koch

JULY 9, 2010

Case studies are great for building trust, but they don’t do something that video games do by default: put the user at the center of the experience. An example of what I’m talking about is IBM’s Innov8 online game. An example of what I’m talking about is IBM’s Innov8 online game. Games destroy complexity.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Marketing Management Cross-Selling 100

Chris Koch

NOVEMBER 20, 2009

IT and business buyers are flocking to social media more rapidly than anyone would have imagined even a few years ago. For example, a Forbes/Google survey of 354 top executives found that more than 50% of executives under 40 maintain a work-related blog, Twitter their thoughts, and visit online social networks frequently.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100