Chris Koch

OCTOBER 22, 2010

In our research we’ve also seen consistently over the past few years that two-thirds of buyers prefer to research their buying options themselves rather than waiting for vendors to contact them. Indeed, research by Forbes and Google found that 80% of C-level executives perform at least three web searches per day.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

JANUARY 8, 2010

Recommend products and services that you haven’t thoroughly researched and you will most likely be out of a job. The enticements are ideas and education. That means social media are extensions of our content development and dissemination processes. Create a content development process. But it also applies in B2C.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

JULY 16, 2009

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. No selling—ever.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 100

Chris Koch

JULY 16, 2009

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. No selling—ever.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

NOVEMBER 7, 2012

I agree (journalism’s future will be determined by its ability to create a business model that pays better than the current one: giving away content for free and charging way too little for ads), but I think he missed the more important disruptive power that platforms like BrandVoice really do have: to disintermediate traditional marketing.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

OCTOBER 12, 2009

Look at it this way and social media inevitably becomes evolution, as social media researcher Josh Chasin convincingly argues here. We’re all looking for the revolution to happen within the tools, but where the revolution is occurring is in the content that feeds those tools. Social media tools are imperfect for informing people.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 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