Chris Koch

AUGUST 13, 2010

But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Following the trail of bread crumbs leads us to a caring, thoughtful person. 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 16, 2010

Can you start to see how this would take us way past the level of the typical conference (assuming you had the clout to blast through the brick wall surrounding these peoples’ schedules) and into the I-love-you-man territory of life-altering bonding between customer and provider? I get to place the sounds, smells, clouds and the colors.)

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Peer-to-peer Wikipedia 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. We accomplish this feat through content.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. We accomplish this feat through content.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

JANUARY 15, 2010

As McKinsey consultant David Edelman said at the ITSMA annual conference last November, we can’t make social media an add-on to a system that isn’t adding the value that it once did. The impact of our content will be visible if that content is linked to an automated, closed-loop lead process. You don’t even need to involve IT anymore.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. And it leads back to the problem we have with PR.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JULY 22, 2011

All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. 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

FEBRUARY 5, 2010

Having been a journalist for years, I know that these acronyms lead even the most feeble-minded of us journos to the next obvious question: What do you mean when you say (insert acronym here)? I think that this definition will lead to the perpetuation of the brochure-on-steroids interpretation of thought leadership. Create a calendar.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

OCTOBER 1, 2010

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. But marketers must lead and support SMEs in the development and publishing processes. If you’re in B2B marketing, you gotta go to this thing.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 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. We understand how the language in the article could lead the reader to think the research was a prediction, but it is not.”. Something important was bound to get damaged. And so it did. Oh, I get it.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100