Chris Koch

JUNE 15, 2011

Another marketing channel on top of my existing workload, with no extra budget or headcount? For them, and for you, I offer this reflection on the journey so that you can recognize your own place in it and know that you are not alone—that you have friends who love you and who are eager to see you when you get to the other side.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

AUGUST 5, 2011

It’s yet another channel for reaching customers and the effort required to set up a Facebook page and create RSS feeds of your content to update it is pretty small. There are just too many people passing through those turnstiles not to put up a sign somewhere. But let’s put this all in context. That’s gotta get old pretty quickly.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

APRIL 24, 2014

Philadelphia, for example, has a set of about 80 different public computing centers designed to encourage people to engage with the city through digital channels. The good news is that even small steps taken to address the problem can make a difference.

Social Media 100

Social Media Communities Education Media 100

Chris Koch

MAY 6, 2011

The best of these is still Technorati, because blogs are, in and of themselves, the most influential channel within social media. These include the proprietary tools that look across all the online channels to determine how brands are being talked about. Others include Klout and Twitter Grader, which focus on the social networks.

Social Media 100

Social Media Social Marketing Work Management Media 100

Chris Koch

MARCH 12, 2010

Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content. And I knew that I would probably never see or hear from many of them again because I didn’t have a channel for communicating with them directly once we parted ways—except through the articles I wrote and edited.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

MARCH 4, 2011

There so many channels out there and so little time. Start with a good idea and the channel questions will resolve themselves. This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

Marketers need to be able to capture that information by monitoring the channels that salespeople use to communicate with each other, whether it is through e-mail or CRM systems. Few salespeople have the time or the interest in giving marketers updates on what they’re hearing out in the field. Make it a joint pipeline. Make it self-service.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

Marketers need to be able to capture that information by monitoring the channels that salespeople use to communicate with each other, whether it is through e-mail or CRM systems. Few salespeople have the time or the interest in giving marketers updates on what they’re hearing out in the field. Make it a joint pipeline. Make it self-service.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

MARCH 19, 2010

Some organizations have created support channels for employees to ask questions about the guidelines. Managing the conversation gives you a way to keep your target audience’s interest by bringing in conversations from other marketing channels and giving them a permanent home. Gather information by asking questions.

Social Media 100

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

Chris Koch

SEPTEMBER 23, 2011

Am I wrong to believe that B2B audiences will gradually come to social media channels like Twitter to learn? But again, chats as I’ve experienced them have always been about sharing and learning rather than getting to know one another. What am I doing wrong? I don’t think they’re so different.

Twitter 100

Twitter Broadcasting Social Media Advertising Mediums 100

Chris Koch

SEPTEMBER 23, 2011

Am I wrong to believe that B2B audiences will gradually come to social media channels like Twitter to learn? But again, chats as I’ve experienced them have always been about sharing and learning rather than getting to know one another. What am I doing wrong? I don’t think they’re so different.

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

APRIL 3, 2014

Research by my colleague Rob O’Regan has found that hanging onto the kind of global popularity enjoyed by Man U requires focusing on four key channels: Social media. But now that “Sir Alex” has retired and the team is slumping, how does Man U avoid the fate of the Dallas Cowboys, who were once known as “America’s Team” until they weren’t?

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

FEBRUARY 18, 2011

Our prospects and customers want us to cut through the noise of social media just as they’ve wanted us to cut through the noise of every other communications channel that came before. Clearly, there’s a growing hunger for thought leadership in social media.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

FEBRUARY 11, 2014

Capturing this opportunity requires stoking fans’ passion not just during game days, but 365 days a year, through every conceivable channel – in person, on the web and through mobile and social media. What’s the best way to deliver a more engaging experience to season ticket-holders and casual fans alike?

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

DECEMBER 29, 2009

Social media like Twitter are the offer engines for the valuable thought leadership content that we offer through our other channels like the website and events. We have to understand that in B2B, content—in the form of ideas, education, research and support—are our deals.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

OCTOBER 12, 2009

But as the traditional tools for informing us disappear, we need social media to play a role in rebuilding the channel of informed public opinion that is being destroyed right now. It sounds crazy, but at some point (if not already) many people are getting most of their information through these social media channels.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

MAY 15, 2009

The old media channels are crashing down around us. This crowd was ready to go, full of enthusiasm and the frustrations were in the lack of success they were seeing in some early web 2.0 efforts, and lingering resistance from some internal skeptics. But everyone understood that there was no turning back. Because it’s not possible.

Web 2.0 100

Web 2.0 Peer-to-peer Paid Search Agency Stats 100

Chris Koch

NOVEMBER 12, 2010

PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). Here’s a new that model cuts out the two middle steps and rethinks the first and last steps. Visibility. This is the new primary role for PR.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

SEPTEMBER 17, 2010

The theme (as opposed to an ad slogan) is something that IBM’s marketers can use in many different channels, like social media, and sends a clear signal to the organization that Palmisano probably won’t complain if you decide to write a few post about the intersection of green and efficiency on your blog.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 24, 2009

Provide a channel for questions. Encourage them to write what they know. Employees may feel passionately about the possibility of life on other planets, but unless they work for NASA, it’s probably not worth getting into on a blog. The guidelines should include a place to go for advice.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

NOVEMBER 5, 2010

The process of getting subject matter experts placed in publications or other third-party content channels is awful for everyone involved. Companies that aren’t cutting the number of placement people are wasting their money. The process is incredibly expensive and inefficient.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JUNE 5, 2009

But companies also need to find out what is being said about the company through other channels, such as the blogosphere and in customer forums. Industry and financial analysts will likely have differing opinions about the current and future prospects of the company. Make choices about a brand’s future.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

SEPTEMBER 18, 2009

It’s a way to broadcast messages for sure, but you can do that better through your own channels. Thus, I’m growing increasingly convinced that the permission model is of limited use to marketers. And the opportunity for real relationship building—which is what social media is supposed to be all about—in this model is limited. Viral model.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

It’s a way to broadcast messages for sure, but you can do that better through your own channels. Thus, I’m growing increasingly convinced that the permission model is of limited use to marketers. And the opportunity for real relationship building—which is what social media is supposed to be all about—in this model is limited. Viral model.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

JANUARY 22, 2010

So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. As with PR, perhaps all we can do is establish that social media was at least a guidepost along that narrow rocky path to a sale. Volume and quality of interactions.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

DECEMBER 28, 2010

Stop wasting money on pointless, ineffective efforts to block this stuff and start finding ways to make these channels pay. Mobile is just a content channel. We have a crisis in marketing channels. We need to mashup some new channels out of combinations of new and old to stand out and be heard now. Do you call that ROI?

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

FEBRUARY 7, 2014

Here’s an example of a post that will run soon on SAP ‘s blogging channels that I collaborated on with my colleague, Stephanie Overby: The True Workhorse Behind the Maker Revolution (Hint: It’s not 3D Printers ). How do you take a subject that’s been written about to death, 3D printing, and give readers a fresh approach?

Startups 100

Startups High Quality Lead Cost Order 100

Chris Koch

OCTOBER 1, 2010

Whichever channels your prospects are interested in receiving it and at the stage of the buying process they are at. Marketing has more peer relationships with thought leaders inside the company than PR. Marketing is helping develop offerings. What social media vehicles are best for promoting B2B thought leadership? Video, blogs, Twitter?

Thought Leadership 100

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

Chris Koch

FEBRUARY 5, 2010

It is a process for developing and disseminating ideas through various channels that build a relationship with prospects and customers. Idea marketing is not purely about the nature of the content (Gartner’s definition sounds like it intends the output to be white paper to me).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100