Chris Koch

APRIL 3, 2014

Why do so many people around the world support a team from a little known, struggling industrial city in the northern part of England? Teams are paying a lot more attention to social media, because that’s where the younger generation of fans talks about sports,” says Mark Lehew , SAP’s Global Head of Sports & Entertainment Industry.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

APRIL 10, 2009

See what you think of my answers: How did thought leadership initiatives in companies begin? When the consulting industry began soon thereafter, McKinsey took the academic journal model and applied it to its marketing, which resulted in the McKinsey Quarterly.The Quarterly is the first real example of thought leadership marketing.

Thought Leadership 100

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

Chris Koch

SEPTEMBER 17, 2010

One of the reasons that companies used to like to advertise in publications like Fortune and BusinessWeek and in trade magazines like CIO was that they could associate their companies with the smart content that these publications produce. For many B2B companies, idea marketing is a check box on a marketing list.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MAY 15, 2012

Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. Besides creating idea networks, B2B companies also have to become publishers. But I don’t have access to that kind of information.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

JANUARY 15, 2010

The IT industry was on fire and the stuff was flying out the doors. At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently. But mostly we were. And why not? We have to meet them halfway. We’re all PR now.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

OCTOBER 1, 2010

Why should B2B companies try to be thought leaders in their industry? traditional media companies. Marketing has more peer relationships with thought leaders inside the company than PR. What are some examples of B2B companies who are successfully using social media and thought leadership? Video, blogs, Twitter?

Thought Leadership 100

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