Chris Koch

NOVEMBER 12, 2010

That’s why increasingly, PR is going to become a matter of simply allowing your subject matter experts to be found rather than enlisting armies of PR people to try to force journalists and customers to find those subject matter experts. Push them to get lots of peer and customer recommendations and connections. Visibility.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

AUGUST 5, 2011

It’s yet another channel for reaching customers and the effort required to set up a Facebook page and create RSS feeds of your content to update it is pretty small. There are just too many people passing through those turnstiles not to put up a sign somewhere. But let’s put this all in context. What is B2B marketing all about?

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

MARCH 12, 2010

Social media is raising the bar on customer intimacy. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there. The theory is that every company competes in three disciplines: Customer intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

NOVEMBER 13, 2009

For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. Listen for conversation about your company or about relevant issues for you and your customers. And there’s good reason to be terrified.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JANUARY 15, 2010

Today, more salespeople are able to have business and strategy discussions with customers and take the time to listen to their needs. 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. Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

NOVEMBER 13, 2009

For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. Listen for conversation about your company or about relevant issues for you and your customers. And there’s good reason to be terrified.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

OCTOBER 6, 2009

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Marketers need to talk to subject matter experts inside the company, influencers outside the company (analysts, academics, bloggers, journalists), and customers. 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. Marketers need to talk to subject matter experts inside the company, influencers outside the company (analysts, academics, bloggers, journalists), and customers. Audit content.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

JANUARY 29, 2010

This price is one that high-level executives have been calculating for years as providers woo them with memberships in customer councils and invitations to private events. And some companies have disclosure rules that make it hard for their executives to participate on customer advisory boards. Account history. The price will change.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

This price is one that high-level executives have been calculating for years as providers woo them with memberships in customer councils and invitations to private events. And some companies have disclosure rules that make it hard for their executives to participate on customer advisory boards. Account history. The price will change.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

OCTOBER 1, 2010

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. That’s where the trade magazine explosion of the 60s-90s came from. Heck, I remember a trade magazine about coin-op laundromats! So they are all here for your enjoyment.) More integrated.

Thought Leadership 100

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

Chris Koch

DECEMBER 28, 2010

People who sell your trade secrets on the internet will go to jail. The ultimate risk in business is that your customers stop buying from you because they don’t trust you. Preventing employees from speaking to customers because they might make a mistake ignores this much bigger risk—which existed long before social media came along.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

NOVEMBER 20, 2009

Two main threads underpin the logic behind these urgings: Your customers are becoming more active in social media, so you’d better get with it. Customer factors. Customers (the younger ones, anyway) are adopting social media. The trade press is dying. How strong do you think the arguments are? Marketing factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100