Chris Koch

JANUARY 8, 2010

We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem. In the course of hundreds of interviews with companies over my career, the “yes but we’re different” mantra was a familiar refrain. And yes, we are all unique. Not in our businesses, though.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

MARCH 12, 2010

These are companies that go out of their way to build close customer relationships. They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples. Product leadership. Operational excellence.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

APRIL 10, 2009

This depends on whether the products and services themselves are knowledge intensive. In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., How was it different from branding/other marketing initiatives that were carried out earlier?

Thought Leadership 100

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

Chris Koch

APRIL 16, 2010

In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” And we have to use other tactics that, in and of themselves, build trust and relationships with buyers. 68% of our respondents said yes. That’s where social media comes in.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Build a thought leadership network.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Build a thought leadership network.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JANUARY 15, 2010

But a quick read of our magazine showed that we didn’t write about products. I think it’s fear that the hardest aspect of marketing, content development, is ascending to become marketing’s most important role, as advertising, traditional PR, and events shrink and fall away. We need to look at how to do things differently.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100