Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, many assume that a higher level of buying intent will get them more goodies, so they say they are ready to buy when they aren’t.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, many assume that a higher level of buying intent will get them more goodies, so they say they are ready to buy when they aren’t.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

MAY 21, 2010

If you go to Facebook and look at your profile, your immediate reaction is going to be that it’s asking for too much information. The question that we’re asking Facebook is the question that we should be asking ourselves in our marketing: Do we really need all this information? The expectation on Twitter is that 99.9%

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

MAY 15, 2012

As buyers do more searching, they are stretching the buying process earlier and earlier, to the point where they may not have a specific product or service in mind when they search. So you’re saying there’s a part of the buying process that doesn’t involve salespeople? What does online search have to do with selling?

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

OCTOBER 30, 2009

That means that the people buying those services—or at least playing a key role in the decision—tend to be high up on the corporate food chain—the C-suite or just below. Specifically, frustration over how to use social media to reach the C-suite. Use Social Media to Drive Peer Connections.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

APRIL 10, 2009

In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., Why did companies start focusing on it?

Thought Leadership 100

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

Chris Koch

JANUARY 8, 2010

And learning is integral to buying—especially in B2B. Every buyer wants to learn at all stages of the buying process. But no buyer wants to be sold during all stages of the buying cycle. But no buyer wants to be sold during all stages of the buying cycle. But it also applies in B2C.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

AUGUST 21, 2009

How can thought leadership influence their buying behavior? Align thought leadership vehicles to the buying process. Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. What do you think?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

How can thought leadership influence their buying behavior? Align thought leadership vehicles to the buying process. Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. What do you think?

Thought Leadership 100

Thought Leadership B2B Thought Leadership B2B Sales Network Marketing 100

Chris Koch

JANUARY 21, 2011

It has made those little pictures and bios at the end of white papers seem inadequate when compared to the wealth of information we can see about people on such social media channels as LinkedIn and Twitter. What this means for marketers is that social media have increased buyers’ expectations for intimacy at all stages of the buying process.

Social Media 100

Social Media Budget Programs Paper PR 100

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. We need to connect the analytical dots. I think the larger and more long-term need is for marketing to become data driven.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

MAY 1, 2009

Salespeople are best equipped and most motivated to understand the “now” of the account: what has already been sold to customers and what they are most likely to buy next. Marketing needs this information to create thought leadership and marketing materials designed to reach many different clients at once.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

DECEMBER 18, 2009

When buyers engage their most important sources of information—their peers—most of those conversations (90%, according to a study by Walter J. Social media seems better suited to B2C, with its larger scale and simpler buying process. The most trusted information source for buyers has always been each other. With good reason.

Social Media 100

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

Chris Koch

APRIL 17, 2009

Salespeople have the opportunity to move customers through the buying process faster—and become a part of the planning process for those purchases. Marketing can reuse the information it discovers about a strategic account with other customers in that vertical. We’re calling it Collaborative Account Planning.

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

MARCH 26, 2010

so that buyers can consume the information in any form they choose. And target that content to all of the stages of the buying process so that anyone encountering your content will find something that speaks to them personally. Hire a content director. Have you noticed what’s been happening to the media lately?

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 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. We could control the public conversation because our audience had few public outlets for giving or receiving information. After all, that’s how we’ve always done it.

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. We could control the public conversation because our audience had few public outlets for giving or receiving information. After all, that’s how we’ve always done it.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JULY 22, 2011

The short-term costs are marginal compared with the longer-term goodwill they buy. Then, the day after surgery, the nurse informed me that I was being moved to be “with my own kind” over in orthopedics. In both B2B and B2C, we’re getting better about throwing unhappy customers a bone. A discount here, an upgrade there. I was in heaven.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

JANUARY 22, 2010

The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. We just have a hard time proving it. And it leads back to the problem we have with PR. Volume and quality of interactions.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

FEBRUARY 5, 2010

Gartner’s definition of thought leadership marketing is this: “The giving—for free or at a nominal charge—of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.”.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

MARCH 12, 2012

[This is cross-posted on the SAP Services blog]: Mobile applications are a little like vacation snapshots: They are informative, sometimes fun—beautiful, even—but they don’t tell a full story on their own. Now that it’s possible to bring other devices in, we should. Stop securing devices and start securing data in motion.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

DECEMBER 28, 2010

The ultimate risk in business is that your customers stop buying from you because they don’t trust you. Buying marketing automation tools or social media analysis tools aren’t enough. Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event. General Marketing.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

AUGUST 3, 2010

Here are some of the qualities that social media voices should have: (More) Informal. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. I humbly offer these guidelines in the spirit of the B2B marketing guild. I’d love to hear your additions, comments, rants. Grammatical.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

Obfuscation used to be a way to buy time in an era when buyers had to write letters to the company president to get their complaints heard (and they had few ways to determine whether others were having the same problems). More) Informal. The strongest social media voices are those that regularly contribute original ideas. Grammatical.

Social Media 100

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

Chris Koch

NOVEMBER 20, 2009

We found that usage of social media among IT and business buyers of technology rose 50% over 2008 and finally pushed to majority status—55% said they use social media as part of the technology buying process in 2009 versus just 37% in 2008. Search is becoming increasingly dominant in the buying process. The trade press is dying.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100

Chris Koch

MAY 5, 2014

Because these bricks are information, they can be shared and recombined in numerous ways, says Lemley. Thanks to something called a patent. Patents Make Things Valuable Through Scarcity. But it will get easier. Synthetic biologists are developing collections of “biobricks” – individual modules that can be put together in organisms.

Copyright 100

Copyright Youtube Distribution Internet Marketing 100