Chris Koch

JANUARY 29, 2010

In many cases, we’re charging too much for our content and in other cases not enough. 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. That has to change. The price will change.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

In many cases, we’re charging too much for our content and in other cases not enough. 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. That has to change. The price will change.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

DECEMBER 18, 2009

The case for social media isn’t just about showing how buyers are flocking to social media. When buyers engage their most important sources of information—their peers—most of those conversations (90%, according to a study by Walter J. The most trusted information source for buyers has always been each other.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 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? come at a price.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

FEBRUARY 11, 2011

Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

SEPTEMBER 9, 2011

What’s unspoken here is that you need to develop thought leadership that is appropriate to each stage of the buying process so that buyers (and salespeople) can get the right information at the right time.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

What’s unspoken here is that you need to develop thought leadership that is appropriate to each stage of the buying process so that buyers (and salespeople) can get the right information at the right time.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

APRIL 10, 2009

Thus, while it does rely to some extent on research and peer review as an academic journal does, it is essentially a marketing vehicle because it focuses exclusively on ideas, research, and case studies generated by McKinsey consultants and an internal research group. Is it only focused in knowledge intensive industries?

Thought Leadership 100

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

Chris Koch

APRIL 2, 2010

And you never get any interesting assignments if you aren’t able to communicate information through a narrative structure—a story with a number of star characters and a beginning, middle, and end. I may need to keep an eye on these guys in case they say something else that moves me. Those two things are built into the process.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

APRIL 30, 2010

The classic B2B mobile applications have been internally focused, giving maintenance people access to service information while they are out in the field. One possibility is to use location at your events so that attendees can find each other or share schedules and information. B2B mobile marketing case studies. Continuity.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

OCTOBER 30, 2009

Sounds like a business case for investment to me. This makes sense when you consider what our IT buyers have been telling us for years: that their peers are by far their most preferred and trusted choice for information during the buying process. This has big implications for marketers. Use Social Media to Drive Peer Connections.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

JULY 10, 2009

As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. Given the potential for lead generation through social media, the question then becomes how much information should we try to get from people coming to us through social media? In our recent Web 2.0

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

NOVEMBER 7, 2012

But the Forbes platform is an important step in helping companies understand that there is a time for selling but there is also a time (generally much earlier in the sales process) when customers and prospects are simply looking to be informed, educated and entertained. I’d love to hear how you would answer these questions.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

MARCH 26, 2010

so that buyers can consume the information in any form they choose. Journalists are trained to separate the compelling ideas from the chaff and develop them with supporting evidence and case examples. Hire one to help your SMEs develop and disseminate their ideas. Buddy them up. Write for them.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

AUGUST 13, 2010

The information from a social site like this changes how journalists can write about a huge company like HP.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

SEPTEMBER 18, 2009

But in the case of the viral model, it’s all good—at least for marketers. It’d be great if your target influencers follow you back (so you can engage them with your messages and begin to build a deeper relationship), but if they don’t, you can still gather valuable information.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

But in the case of the viral model, it’s all good—at least for marketers. It’d be great if your target influencers follow you back (so you can engage them with your messages and begin to build a deeper relationship), but if they don’t, you can still gather valuable information.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

NOVEMBER 5, 2010

Occasionally, the placement PR people are in-house, but in the vast majority of cases the placement people are contracted through PR agencies. On the contrary, they asked me to explain the story I was working on and supplied that information to the CIO or their subject matter experts prior to the interview.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JUNE 5, 2009

In this case, marketers work to restore faith and credibility in the company through other means than a brand change, such as customer outreach, a change in management, change in processes, or other steps. Customers and prospects are better informed than ever, thanks to the Internet and global connectivity.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 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

DECEMBER 28, 2010

We did some case studies at ITSMA this year that showed that companies could easily blow up half their offices and do away with most of their administrative and bureaucratic structures without a single customer noticing. Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event.

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. In most cases in social media, we are speaking to a group. 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

More) Informal. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. In most cases in social media, we are speaking to a group. The strongest social media voices are those that regularly contribute original ideas. That means we need a new standard for ourselves.

Social Media 100

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

Chris Koch

MAY 5, 2014

Patents were first invented by the Venetians back in the middle ages to stimulate the wild-haired inventors (in this case glass makers) to invest the kind of obsessive energy required to create new things by protecting them from copycats and by giving them a financial reward for their work. Turns out that’s not the case, at least not anymore.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100

Chris Koch

NOVEMBER 20, 2009

So I’ve assembled some research, from both ITSMA and other sources that examines the case for social media. ITSMA research shows that 63% of buyers proactively seek information about providers themselves, and the Forbes/Google survey found that 79% of executives perform at least three web searches per day. Customer factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100