Chris Koch

FEBRUARY 24, 2010

The only way we can do that is by providing a range of different content—thought leadership, news, education, training, support—in a range of different channels—events, white papers, communities, private meetings—at all phases of the buying cycle.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

APRIL 10, 2009

Thought leadership is a way to engage prospects and customers earlier in the buying cycle, in the Epiphany Phase. Especially in B2B, products and services are becoming more complex and sales cycles are getting longer. Why is focus on thought leadership important for companies in knowledge intensive industries now?

Thought Leadership 100

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

Chris Koch

JANUARY 8, 2010

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. Toyota’s market share wasn’t built by Toyota’s marketing; it was built by Consumer Reports. The purpose of social media is to create learning networks that buyers want to join.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

OCTOBER 6, 2009

For marketers, being timely means having content that matches every stage of the buying cycle, so that you have a chance for an “exclusive” at each stage. Editors always try to leave room in the planning process for the timely, exclusive scoop—the story that identifies an important trend before others do. What have I left out?

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

For marketers, being timely means having content that matches every stage of the buying cycle, so that you have a chance for an “exclusive” at each stage. Editors always try to leave room in the planning process for the timely, exclusive scoop—the story that identifies an important trend before others do. What have I left out?

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 1, 2010

Because online search has become so important to the B2B buying cycle. Content is replacing salespeople in the earliest stages of the buying process. Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling.

Thought Leadership 100

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