Chris Koch

OCTOBER 7, 2011

They hold back because they know that they need the full support, commitment, and participation of the business in social media. A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. 30% said yes.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

They hold back because they know that they need the full support, commitment, and participation of the business in social media. A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. 30% said yes.

Social Media 100

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

Chris Koch

SEPTEMBER 24, 2010

Marketers helped salespeople put words to the insanely complex products and services they were trying to sell. Sharing information in a way that doesn’t overly sap productivity (hard to do before social media came along) raises all boats. We all know how sales enablement got started in B2B. Sales enablement used to mean brochures.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 100

Chris Koch

APRIL 10, 2009

The most famous business incarnation of this model is the Harvard Business Review, which began publishing in 1922. This depends on whether the products and services themselves are knowledge intensive. The journals have boards made up of top academics in a given field.

Thought Leadership 100

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

Chris Koch

MARCH 18, 2011

I’m not saying that you should stop measuring consumption; but it’s clear that those kinds of metrics don’t give business people the answers they’re looking for when they ask about the value of marketing. One great way to connect ideas to offerings is to create a business theme—think IBM’s Smarter Planet or Cognizant’s Future of Work.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

FEBRUARY 26, 2010

This is the stage that occurs long before any discussion of products, services, or RFPs—indeed, it occurs before customers have even begun to think about a purchase. However, there is something important that happens at this stage: It is the point at which customers come to the realization of an important business need.

Social Media 100

Social Media Lead Generation B2B Thought Leadership Generation 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 to business people, that all represented value. Marketing owns social media management. That’s right. It’s our job. 68% of our respondents said yes. Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

SEPTEMBER 9, 2011

Another great aspect of that piece is that when you click through to the article, you’ll see an aspirational piece positioned next to it entitled “Redesigning Employee Benefits,” which advocates taking a product development approach to the employee benefits process.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Another great aspect of that piece is that when you click through to the article, you’ll see an aspirational piece positioned next to it entitled “Redesigning Employee Benefits,” which advocates taking a product development approach to the employee benefits process.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

JUNE 17, 2009

Apple has violated both of those rules this week, and I’m sure they could care less—Apple long ago concluded that their products are so much better that customers will overlook the arrogance with which they treat customers. Apple creates great products. The rest?

Marketing & Strategy 100

Marketing & Strategy Paid Search Agency Tagging Positioning 100

Chris Koch

MAY 14, 2010

We’re seeing companies use social media to bring customers into the product and service development processes to collaborate on new ideas and improvements. That means that marketers need to integrate social media with the larger marketing and business strategies. Our subject matter experts (SMEs) are talking to customers.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

MAY 19, 2014

MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society.

Conference 100

Conference Education Viral Marketing Class 100

Chris Koch

APRIL 2, 2010

Let’s face it, even if it was possible to curl up in front of the fire with a glass of wine and our B2B products and services, no one would do it. Tags: Blogging Customer Relationships Social Media B2B marketing Business LinkedIn marketing Subject matter expert Technology Thought Leadership Twitter. Related articles by Zemanta.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. Most CIOs wouldn’t mind being green, but their businesses evaluate them on cost and efficiency. What’s the point? Tweet This Post.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 5, 2010

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. They understood my publication, my audience, and my needs.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

FEBRUARY 11, 2014

The example I’m about to give focuses on the fact that if you think of sports fans as business customers, they are the most loyal in the world. See if you agree about this post that I worked on with my colleague Rob O’Regan: “Professional sports teams have two problems that most businesses will recognize.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

DECEMBER 29, 2009

Even if we believe deeply in the power of social media, we all have that gnawing feeling deep in our guts that says that there’s little reason for a busy, intelligent person to want to receive frequent updates about our brands when those brands produce complex services and products with two-year sales cycles. The research confirms it.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

JULY 22, 2011

Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” The highest production-value material I received upon discharge was a two-color, 24-page glossy magazine entitled “A Guide to Taking Warfarin.” Motivational.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

OCTOBER 30, 2009

Most of ITSMA’s clients are B2B marketers from big technology companies that sell big, complex products, services, and solutions. Sounds like a business case for investment to me. Specifically, frustration over how to use social media to reach the C-suite. You can download an abbreviated summary here. ).

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

JULY 10, 2009

Since the vbook explains the need for reliable connectivity (Level 3’s product), if the user browsed through several sections, we could reliably consider them a warm lead. If prospects downloaded it, we can assume they were checking if their building or business is within Level 3’s fiber network. Phone (c’mon—it’s a new century).

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

SEPTEMBER 11, 2009

I’m hearing a lot from clients and researchers about how vast swaths of salespeople need to be eliminated as companies transition from selling products to services and solutions. But I think we start slicing the genetic material a little too thinly when we separate the product salespeople from the services salespeople. Information.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

I’m hearing a lot from clients and researchers about how vast swaths of salespeople need to be eliminated as companies transition from selling products to services and solutions. But I think we start slicing the genetic material a little too thinly when we separate the product salespeople from the services salespeople. Information.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

JULY 28, 2010

The advantage to multi-author blogs (though not necessarily to the audience’s advantage), is that the workload can be shared, reducing the dreaded gaps in posts if bloggers get really busy in their day jobs. This is especially true for services companies, who don’t have concrete products that can do the branding for them.).

Blogger 100

Blogger Wikipedia Work Management Social Media 100

Chris Koch

JANUARY 8, 2010

Not in our businesses, though. Companies that made commodity products would tell me with straight faces that even their financial processes were unique—GAAP be damned—and that they needed to customize their software to fit “our ways of doing things.” But in most things, we’re the same and we can usually acknowledge that.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

Non-targets could win Hitachi consumer products and went to a separate database. It segmented its offers to get to the audience it really wanted: After running people through a qualification form, the target high-level executives got a chance to win a free IT storage assessment. Now, I know what you’re thinking: Koch, you slut.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

Non-targets could win Hitachi consumer products and went to a separate database. It segmented its offers to get to the audience it really wanted: After running people through a qualification form, the target high-level executives got a chance to win a free IT storage assessment. Now, I know what you’re thinking: Koch, you slut.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

NOVEMBER 13, 2009

Most of the marketers I talk to are trying to reach a few top executives in big organizations who make buying decisions about big, complex products and services. Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

Most of the marketers I talk to are trying to reach a few top executives in big organizations who make buying decisions about big, complex products and services. Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JANUARY 15, 2010

But a quick read of our magazine showed that we didn’t write about products. Today, more salespeople are able to have business and strategy discussions with customers and take the time to listen to their needs. Businesses are asking if you’re not doing all these things you used to do anymore, why should I give you more budget?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JANUARY 22, 2010

This is the number of articles or blog posts that mention the product or service measured against the trend in sales. Tags: Blogging Marketing Metrics and Analytics Social Media Add new tag Advertising B2B marketing Blog blogs Business Google Google Analytics Marketing ROI RSS social media strategy Technorati Twitter. startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JUNE 5, 2009

If, for example, a company responds to a crisis by aggressively marketing itself to replace lost business without addressing the crisis or its impact, the company’s brand image will suffer. Customers become highly sensitive to a company’s marketing and advertising messages in the aftermath of a crisis. Use research to understand the context.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

DECEMBER 28, 2010

From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity. The ultimate risk in business is that your customers stop buying from you because they don’t trust you.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

MARCH 12, 2012

For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. I heard six: Mobility changes business models.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

FEBRUARY 7, 2014

But research by my colleague Stephanie Overby has found that the real workhorse driving increased customization of manufactured goods on the production line is the Computer Numerical Control (CNC) Machine. CNC machines make it easier for companies to customize products; alterations are just a matter of reprogramming the software.

Startups 100

Startups High Quality Lead Cost Order 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. and ad pages by 30.3%, according to American Business Media, a B2B trade association. So I’ve assembled some research, from both ITSMA and other sources that examines the case for social media. Customer factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100