Chris Koch

AUGUST 21, 2009

What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

NOVEMBER 5, 2010

Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. The inefficiency and expense of this process for the agencies was tough to justify even in the glory days of trade journalism, conferences, and trade shows. As in dead. Don’t do it anymore. Control kills placement.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

MARCH 26, 2010

Then make a plan for hitting those topics in as many different types of content as possible (blog posts, conference presentations, videos, etc.) so that buyers can consume the information in any form they choose. Create an editorial calendar with a new topic at least each quarter (e.g., sustainability or cloud computing).

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. We can invite them to talk with an internal SME, create a session about the issue at the next user conference and invite to attend, etc. Similarly, there are many ways we can intervene in our B2B customers’ frustrations.

Social Media 100

Social Media Media B2B SME 100

Chris Koch

JULY 22, 2011

Then, the day after surgery, the nurse informed me that I was being moved to be “with my own kind” over in orthopedics. During one of my two two-minute conferences with the doctor in charge of the orthopedics wing (not my surgeon), I made the mistake of asking what sort of pain killers I could expect to receive upon release.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

JANUARY 22, 2010

The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. The growth in traffic then confers its own authority—you get lots of visits so you must be smart. It becomes a virtuous cycle.

Social Media 100

Social Media ROI Lead Ranking RSS 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

JULY 29, 2011

It was like letting a dumb teenager into one of McKinsey’s glass conference rooms with a stack of fireworks and handing him a match. That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives. Something important was bound to get damaged. And so it did.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100