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

MARCH 4, 2011

In fact, buyers are hungrier than ever for good ideas presented in an objective way that target their specific needs. Today, publishers must substitute traffic quantity for quality of subscribers to get advertisers to buy. Start with a good idea and the channel questions will resolve themselves. The business model is broken.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

AUGUST 21, 2009

How can thought leadership influence their buying behavior? Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Align thought leadership vehicles to the buying process.

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? Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Align thought leadership vehicles to the buying process.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

OCTOBER 30, 2009

One is the river of planned content—the conference theme, the presentations, etc.; 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. There are two rivers of content at conferences.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

JANUARY 21, 2011

What this means for marketers is that social media have increased buyers’ expectations for intimacy at all stages of the buying process. We have built intimacy into the later stages of the buying process. And this is where the scale issue comes in. And this is how we address the issue of scaling intimacy.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

JANUARY 29, 2010

Those lower down on the corporate ladder are more willing to “spend” their information because they realize that it has less value than those higher up, whose buying power gives them more information riches combined with less willingness to spend it (kind of like rich people in the real economy).

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100