Chris Koch

APRIL 16, 2010

In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” Marketing as a percentage of revenue for technology services companies is at an all-time low—less than 1%. But one finding sticks out. Marketing owns social media management.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

APRIL 10, 2009

See what you think of my answers: How did thought leadership initiatives in companies begin? Other companies have adopted pieces of the academic research publishing model for their own thought leadership marketing. This led to the explosion of the trade magazine industry during the 1960s-1980s. Posted in Uncategorized.

Thought Leadership 100

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

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. B2B companies that are serious about idea selling need to do the same thing.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

OCTOBER 22, 2010

And finally, the trade press and general business media are dying. What is stopping your company from creating an automated lead management process? Indeed, research by Forbes and Google found that 80% of C-level executives perform at least three web searches per day. You have to be able to connect content with behavior with action.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 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. Visibility.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

NOVEMBER 13, 2009

For many companies, this translates into a wait-and-see approach to social media. For these companies, there is little reason to twitter into the wind. But social media is a vast public platform where eventually the conversation is going to get around to our companies—if it hasn’t already. I think that’s short sighted.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

For many companies, this translates into a wait-and-see approach to social media. For these companies, there is little reason to twitter into the wind. But social media is a vast public platform where eventually the conversation is going to get around to our companies—if it hasn’t already. I think that’s short sighted.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

MARCH 12, 2010

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. Customers rely on these companies to deliver reliability and quality at a low price. Operational excellence. Product leadership.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 15, 2010

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. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. The ad revenues that once funded coverage of every arcane niche of technology have dried up, and so has the content that could have mentioned our companies. Audit content.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. The ad revenues that once funded coverage of every arcane niche of technology have dried up, and so has the content that could have mentioned our companies. Audit content.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

DECEMBER 28, 2010

Companies have a long and pointless history of resisting new forms of communication. From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Account history. If you download two white papers a week for a month, you should expect a call from a salesperson.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Account history. If you download two white papers a week for a month, you should expect a call from a salesperson.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

OCTOBER 12, 2009

In tracking B2B marketing through Twitter, I find a ton of great content being shared through blogs whose creators have already swamped the output of trade magazines. So when do we stop viewing Google as a software company and start viewing it as a media titan with a responsibility to the public?

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100