Chris Koch

AUGUST 5, 2011

I’m not saying that B2B companies shouldn’t be on Facebook. I think every company should be on Facebook. So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. There are just too many people passing through those turnstiles not to put up a sign somewhere.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

NOVEMBER 11, 2011

Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. Many of these companies compete with one another. Are the marketers at these companies not doing their jobs? Image via Wikipedia. What do you think?

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. Many of these companies compete with one another. Are the marketers at these companies not doing their jobs? Image via Wikipedia. What do you think?

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

MAY 6, 2011

Since social media leave digital footprints, companies create complex algorithms to come up with simple answers to measuring social media influence. I’d like to suggest that we look at influence as part of an integrated marketing strategy. This is where the strategy comes in. But we need validation that it is happening.

Social Media 100

Social Media Social Marketing Work Management Media 100

Chris Koch

APRIL 28, 2014

And that will give us access to extraordinary amounts of valuable data that until recently were only available to governments and big companies, as well as apps that make analyzing and interpreting that data as easy for us as it is for them (okay, so it’s not so easy yet).

Disintermediation 100

Disintermediation Word of Mouth Internet Marketing Cross-Selling 100

Chris Koch

OCTOBER 16, 2009

Their strategies take two basic approaches. The blogs are an integrated part of the corporate marketing strategy and are usually hosted on the corporate website. Most say that they try to suggest topic areas that fit with the company’s overall thought leadership strategy. Incentives for bloggers. Content inflexibility.

B2B Thought Leadership 100

B2B Thought Leadership Blogger Thought Leadership Word of Mouth 100

Chris Koch

MAY 19, 2014

MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society. What Caused the F-Bomb. Bringing Playfulness to Schools.

Conference 100

Conference Education Viral Marketing Class 100

Chris Koch

DECEMBER 18, 2009

Giving up control of what is being said about your company is difficult for most marketers. The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all. But of course, no B2B marketing strategy does that. What do you think?

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

NOVEMBER 12, 2010

Every company needs a guard dog or two to be around in case of a PR disaster. PR works to identify people in the organization who would be good representatives of the company, its value, and its offerings. to prepare them to be public representatives of the company. I’m not saying we fire all PR people. Gatekeeper. Visibility.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

MAY 14, 2010

We’re seeing companies use social media to bring customers into the product and service development processes to collaborate on new ideas and improvements. We’re seeing companies use social media for customer support. That means that marketers need to integrate social media with the larger marketing and business strategies.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

NOVEMBER 24, 2009

One of the cornerstones of a social media strategy is having a clear set of corporate social media guidelines or policies. The best documents don’t just tell employees what not to do; they also tell them what they should be doing to further the marketing goals of the company. But don’t provide them with a blank slate.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

NOVEMBER 5, 2010

Unless the company they work for is a startup or otherwise desperate for attention, these people tend to be ground down by the risk management aspect of their jobs over time. Much like IT people, they don’t hear much from anyone inside their companies unless something goes wrong. These are the internal corporate PR representatives.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

APRIL 17, 2009

For a company’s most important (i.e., Eventually, marketing becomes the institutional memory for account planning, helping salespeople create shortcuts by identifying what has worked in the past and what has not, what resources may be appropriate, and what company assets exist that can help.

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

JANUARY 8, 2010

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. In the course of hundreds of interviews with companies over my career, the “yes but we’re different” mantra was a familiar refrain. Let’s sit down and figure out our unique objectives and strategies before we do anything.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

JANUARY 31, 2014

They are a new way for entertainment companies to market their celebrities and to track them over time without waiting for the book or the movie. We’ve been talking to some entertainment industry experts at SAP and other companies to figure out how online will affect the future of entertainment. Latest Post Marketing Strategy'

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

OCTOBER 7, 2011

But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements. They had to do with other things that companies have to do before they can successfully engage in social media.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements. They had to do with other things that companies have to do before they can successfully engage in social media.

Social Media 100

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

Chris Koch

MARCH 12, 2010

Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. The theory is that every company competes in three disciplines: Customer intimacy. These are companies that go out of their way to build close customer relationships.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

OCTOBER 8, 2009

Worse, the fat that existed in 1999 did not exist last Fall when companies made more big cuts on top of all the incremental cuts we’ve seen over the years. Posted in Marketing Strategy Tagged: B2B marketing, ITSMA, Marketing Processes, Marketing Strategy, social media strategy. How are you surviving these times?

Practices 100

Practices Best Practices Paid Search Agency Marketing & Strategy 100

Chris Koch

MARCH 19, 2010

First, here’s what we do as part of monitoring: Track conversations about your company. You need to know what’s being said about your company online. Trouble is, we’re finding in our research that most companies stop here. There is no social media strategy, only marketing strategy (christopherakoch.com).

Social Media 100

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

Chris Koch

FEBRUARY 12, 2010

The most powerful example of one of these personally branded blogs is Web Strategy by Jeremiah, by Jeremiah Owyang , an analyst who left Forrester prior to the policy change. Content companies are different. Not from a company that tries to put strict controls on the ways its social media content is cited by others.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

JULY 31, 2009

In working with companies to develop lead management programs, Brian has found that the most successful companies have a CEO who does not try to parse marketing from sales and assign credit/blame to each. Get adult supervision. He or she emphasizes one revenue generating process that both groups contribute to.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

JANUARY 28, 2011

One of Forrester’s former analysts, Jeremiah Owyang, developed a big following on his personal blog “Web Strategy” in part because he hits on all cylinders of blogging: frequent posts, engaging content, and an active audience that contributes interesting and insightful comments. Co-branding the individual and the company.

Personalization 100

Personalization Forrester Branding Brand Identity 100

Chris Koch

OCTOBER 30, 2009

Most of ITSMA’s clients are B2B marketers from big technology companies that sell big, complex products, services, and solutions. This year, our research showed that most buyers go to colleagues inside their own companies for referrals of people to talk to about a purchase. What do you think? Tweet This Post.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

JUNE 17, 2009

But of course, true to Michael Porter and Michael Treacy and Fred Wiersema’s principle of business strategy: companies only do one thing really well while trying to maintain parity with competitors on the things they don’t. Posted in Brand, Reputation, and Positioning Tagged: Apple, iPhone, iPhone 3Gs, Marketing Strategy.

Marketing & Strategy 100

Marketing & Strategy Paid Search Agency Tagging Positioning 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. The big strategy consulting firms have been doing this for decades. Besides creating idea networks, B2B companies also have to become publishers.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

DECEMBER 2, 2011

Companies are having success pulling in fans by linking to charitable cases. You’re just warming up to social media campaigns because you work for ITSMA and these are the companies who won your contest. Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? Appeal to their sense of charity.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

Companies are having success pulling in fans by linking to charitable cases. You’re just warming up to social media campaigns because you work for ITSMA and these are the companies who won your contest. Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? Appeal to their sense of charity.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

APRIL 3, 2014

“A family receptionist would greet them and offer a surprise like a seat upgrade, a free gift, or a chance to meet a player,” says Mark Bradley, founder of The Fan Experience Company , a consultancy that worked with the club. Sales of family season ticket plans increased from fewer than 500 in 2009 to more than 7,500 in 2012.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

JANUARY 15, 2010

We wrote about the typical concerns of a C-level executive, such as strategy, leadership, organizational design, and change management. Today, more salespeople are able to have business and strategy discussions with customers and take the time to listen to their needs. Kind of a Fortune magazine for IT executives. We’re all PR now.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

OCTOBER 8, 2009

Worse, the fat that existed in 1999 did not exist last Fall when companies made more big cuts on top of all the incremental cuts we’ve seen over the years. Tags: Marketing Strategy B2B marketing ITSMA Marketing Processes social media strategy. How are you doing that? What else are you doing to improve marketing?

Practices 100

Practices Best Practices Paid Search Agency Marketing & Strategy 100

Chris Koch

OCTOBER 12, 2010

First, that they must know more about their CIO audiences than ever, and second, they must rethink how they market to target companies. Cloud moves IT outside the company. A report from the Corporate Executive Board entitled The Future of Corporate IT predicts that up to 80% of application spending will move outside the company.

Marketing Management 100

Marketing Management B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

MARCH 5, 2010

One company’s mobile application is tied to a wiki-based sales enablement website that lets salespeople generate actions and updates and get updated information from the road. Tweet This Post.

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

JULY 31, 2009

In working with companies to develop lead management programs, Brian has found that the most successful companies have a CEO who does not try to parse marketing from sales and assign credit/blame to each. Get adult supervision. He or she emphasizes one revenue generating process that both groups contribute to.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Most people start with strategy.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Most people start with strategy.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JUNE 26, 2009

In my last post, I hope I convinced you why you should establish a personal presence in social media even if your company hasn’t done so yet. Paul has been a B2B marketer for years for companies like BearingPoint and Avaya and has accomplished quite a bit with social media in those jobs. Web Strategy by Jeremiah Owyang.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100