Chris Koch

FEBRUARY 11, 2011

We need to use analytics to quantify and manage how fast we move prospects through the buying process and to increase loyalty and trust after they’ve bought from us. I think the larger and more long-term need is for marketing to become data driven. I’d rather see a chief marketing analytics officer than a chief technologist.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 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 How can we establish trust with influencers if we can’t get to them? that it’s hard to know where to place your bets. For marketers, it’s a Catch-22.

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 How can we establish trust with influencers if we can’t get to them? that it’s hard to know where to place your bets. For marketers, it’s a Catch-22.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

MAY 21, 2010

Facebook has built its business model around gathering as much personal information about us as possible. There’s would be joy in Twitterville this week if it didn’t seem that the founders of Twitter have none of the ego and contempt for competitors that most businesses seem to have. (Of What do you think? Tweet This Post.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

SEPTEMBER 25, 2009

We’re optimists at heart, and we like to trust that past success will lead to future success. We also like to trust our own instincts and experiences as useful guides. But of course, all we can really ever trust is the data. And we don’t like to spend a lot of time weighing our decisions before taking action. Makes us feel weak.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

We’re optimists at heart, and we like to trust that past success will lead to future success. We also like to trust our own instincts and experiences as useful guides. But of course, all we can really ever trust is the data. And we don’t like to spend a lot of time weighing our decisions before taking action. Makes us feel weak.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

MARCH 12, 2010

Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. Chunks and snippets of white papers sprinkled through social media like breadcrumbs in the forest let us deliver value and build trust by providing content at a higher level of frequency.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

MAY 22, 2009

Customers and prospects will be anxious to hear whether they were right to place their trust in the brand. Before making any drastic brand decisions, it’s important to clarify what will be done to rectify the crisis and to understand the impact of the crisis on the business. Respond quickly. Be transparent. Level of commoditization.

Brand Identity 100

Brand Identity Branding Tagging Transparency 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. Trust requires fewer resources. I never used any of it.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JUNE 5, 2009

Well-known brands have built up trust with customers and have farther to fall when a crisis hits. Similarly, when executives from Enron’s auditing firm, Arthur Andersen, refused to accept full responsibility for Andersen’s role in the scandal, trust in the company imploded—along with the company itself. Speed of response.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

MAY 1, 2009

In B2B, both marketers and salespeople know the value of learning about customers’ business issues and needs. Marketers can use those contacts to start building a larger context—the business issues that cross functional, corporate, and vertical boundaries. And both know how to gain that understanding. But it makes sense to collaborate.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

APRIL 10, 2009

The most famous business incarnation of this model is the Harvard Business Review, which began publishing in 1922. Even in industries with low information intensity in their products—coin-operation laundry franchises, for example—there was a trade magazine offering information about how to improve business practices.

Thought Leadership 100

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

Chris Koch

AUGUST 16, 2011

It’s kind of no surprise—when we are transparent, people trust us and feel better about the experience. For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

It’s kind of no surprise—when we are transparent, people trust us and feel better about the experience. For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page.

B2B 100

B2B Privacy Click Rate Internet Marketing 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. The most trusted information source for buyers has always been each other. B2B companies have fewer, more complex customer relationships and are often conservative and protective of those relationships.

Social Media 100

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

Chris Koch

OCTOBER 12, 2009

We all like to share relevant, credible content through social media, and until now, most of that content has come through traditional media sources—mostly print publications that are pretending to have a viable business model online. Our traditional business model for media is imploding. The destructive side of revolutions.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

DECEMBER 28, 2010

I’ve formed a handful of excellent business relationships on Twitter this year—we know each other on sight and (gasp) we’ve even spoken to one another. The ultimate risk in business is that your customers stop buying from you because they don’t trust you. Filtered conversation reduces risk. Do you call that ROI?

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

JUNE 18, 2014

It opens up many more possibilities for monitoring technologies for health, business, fitness, and other activities because the sensors can essentially live longer and more independently without an external power source. Make humans shed tears. To carry out their duties, they should know whom to rescue first.

Organization 100

Organization Spyware Domain Opinions 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. This game deals with two of the most complex issues in B2B technology today: business process management (BPM) and service oriented architecture (SOA). Think about it.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Marketing Management Cross-Selling 100