Chris Koch

SEPTEMBER 9, 2011

And those marketers tell us that they are much more satisfied with the quality of the ideas from their SMEs than marketers who have ad hoc processes for thought leadership development and dissemination. Among those who parse ideas, most split the pie in half between two types of ideas: Aspirational.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

And those marketers tell us that they are much more satisfied with the quality of the ideas from their SMEs than marketers who have ad hoc processes for thought leadership development and dissemination. Among those who parse ideas, most split the pie in half between two types of ideas: Aspirational.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

FEBRUARY 4, 2012

I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike). It’s impossible for a tweet to be thought leadership but tweets have an important role to play in the development and promotion of ideas.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Social Media Twitter 100

Chris Koch

MAY 20, 2011

Marketers need to facilitate a process for internal development of ideas and for external feedback. Many companies take it a step farther by making idea development part of employees’ annual goals. Create an idea network as the basis for social media. Partnership with trade associations. Ideas are baked into the culture.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). And the publishing process works better than the marketing content development process because the publishing process developed without an overlord (e.g., salespeople screaming for a brochure today or an event tomorrow).

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). And the publishing process works better than the marketing content development process because the publishing process developed without an overlord (e.g., salespeople screaming for a brochure today or an event tomorrow).

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

AUGUST 21, 2009

Thought leadership requires a cultural commitment to the development of ideas and strong executive support. I go into more details on a thought leadership network in this post, but the basic idea is that there are two parts to thought leadership: idea development and content dissemination. Create a content development process.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Thought leadership requires a cultural commitment to the development of ideas and strong executive support. I go into more details on a thought leadership network in this post, but the basic idea is that there are two parts to thought leadership: idea development and content dissemination. Create a content development process.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JUNE 25, 2009

That’s very different from our traditional marketing campaigns and programs, which are based in unilaterally developed messages that are broadcast—and then abandoned to fend for themselves. Developing a personal understanding of how it all works will make it less disruptive. Social media is a social—not a business—phenomenon.

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

DECEMBER 23, 2009

The bad news is that gaining real insight from that data is difficult—though a horde of software developers is working on it. Some developers are using algorithms and analysis to determine whether conversations are positive or negative and whether the individuals within the conversation are supporters or detractors.

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

APRIL 30, 2010

But the reason that these applications are so impressive is not because they were developed as standalone mobile applications but because they take advantage of a deep reservoir of thinking and intellectual property developed over many years— elsewhere. By making its software development processes transparent within WikonnecT—e.g.,

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

MAY 15, 2012

Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. The trick is to discover those sources of ideas in your organization and capture their wisdom for wider distribution.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

NOVEMBER 6, 2009

I wish I could take credit for the MEAs, but it was developed long before I got to ITSMA. It was developed by my ITSMA colleagues Pam O’Rourke and Maria Lindberg. However, I can share some of the best practices we’ve developed for separating the wheat from the chaff in the MEAs. You have to check it out.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

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.)?” 68% of our respondents said yes.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

APRIL 28, 2014

But it won’t look like something from a Lego box because of another important development: I will be able to gather data about what the cell phone can and should do and what it should look like from my friends and the general public. These things all have GPS devices in them that only do location today, but will do much more very soon.

Disintermediation 100

Disintermediation Word of Mouth Internet Marketing Cross-Selling 100

Chris Koch

JANUARY 15, 2010

I think it’s fear that the hardest aspect of marketing, content development, is ascending to become marketing’s most important role, as advertising, traditional PR, and events shrink and fall away. Marketing departments are going to have to transform themselves into content development engines. The content engine.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

MAY 14, 2010

We’re seeing companies use social media to bring customers into the product and service development processes to collaborate on new ideas and improvements. Someone who helps identify smart ideas and people within the organization and makes decisions about how to develop them. Our subject matter experts (SMEs) are talking to customers.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

DECEMBER 18, 2009

The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all. Developing these new skills and ways of thinking takes time. Social media seems better suited to B2C, with its larger scale and simpler buying process.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

JUNE 16, 2009

Thankfully, adults have another context for developing relationships: communities of learning. I’ve already developed what I think is a powerful network of B2B and social media thinkers that is in essence an ad hoc online community.And I have lots of people working to build that community for me. Follow to learn. Think about it.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

MARCH 19, 2010

Develop a target audience. Managing the conversation takes more time and resources, but it can pay off in a number of ways: Develop and test points of view. You need to know what’s being said about your company online. Pretty obvious, right? Trouble is, we’re finding in our research that most companies stop here. Extend conversations.

Social Media 100

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

Chris Koch

MARCH 26, 2010

Hire one to help your SMEs develop and disseminate their ideas. Journalists are trained to separate the compelling ideas from the chaff and develop them with supporting evidence and case examples. Have you noticed what’s been happening to the media lately? There are many unemployed journalists and editors out there. Buddy them up.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JANUARY 31, 2014

He insisted on watching the show alone so he wouldn’t have any distractions, and he spent most of the rest of his free time watching tapes of the show so he could practice the skits and develop his impressions of celebrities. The Only Job He Ever Wanted.

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

NOVEMBER 5, 2010

Tags: Marketing Strategy PR Strategy B2B marketing Business Journalism Journalist Press release Promotion Public relations Risk management Web Design and Development.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

MAY 19, 2014

Pettis pledged personally to supply every high school in Brooklyn with a printer, and has enlisted hackers on the company’s 3D print-plan community sharing Web site, Thingiverse, to develop a curriculum for teachers to download and plans for printing objects in the classroom. “I

Conference 100

Conference Education Viral Marketing Class 100

Chris Koch

MARCH 5, 2010

We got a question this week from an ITSMA client asking about developing a business case for creating mobile applications for their website content. I said that I haven’t seen any of those business cases yet. And I don’t think I ever will. We’re seeing mobile be part of an integrated approach to social media, not as a standalone.

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

JULY 16, 2009

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. Consider pairing one of your top executives with a top executive from a customer to build relationship and shepherd participation in various customer programs.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 100

Chris Koch

JUNE 15, 2011

At this point, marketers accept that they are responsible for making the social media conversation happen inside the company and with customers and take solace in the fact that it’s another channel for developing and delivering thought leadership—the stuff they’ve been slaving at for the last 20 years.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

JULY 16, 2009

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. Consider pairing one of your top executives with a top executive from a customer to build relationship and shepherd participation in various customer programs.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

APRIL 9, 2010

If they are focused on developing new offerings, for example, this is a natural voice for them. People know that they can count on this person to provide or link to the most insightful information in the topic area—no matter where it first appeared. Some SMEs are always looking to see what happens next. Iconoclast.

SME 100

SME Aggregators Blogger Social Media 100

Chris Koch

MARCH 18, 2011

We need to create talking points for salespeople to use when communicating to customers and prospects, and we need to find ways to integrate salespeople into the content development and dissemination processes from the start. How do you link content to revenue? Please give me your thoughts. Hope to meet you live, in-person soon!

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

DECEMBER 11, 2009

I’ve never been as vigilant about new application development as I have since the App Store came along. I haven’t loved a desktop since my Mac Classic; besides, you can’t even really call them desktops anymore because we do everything we can to hide them from view under our desks, so no love there.). More than smart.

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Storytelling 100

Chris Koch

JULY 31, 2009

In working with companies to develop lead management programs, Brian has found that the most successful companies have a CEO who does not try to parse marketing from sales and assign credit/blame to each. Get adult supervision. He or she emphasizes one revenue generating process that both groups contribute to.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

JULY 31, 2009

In working with companies to develop lead management programs, Brian has found that the most successful companies have a CEO who does not try to parse marketing from sales and assign credit/blame to each. Get adult supervision. He or she emphasizes one revenue generating process that both groups contribute to.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

MAY 1, 2009

Marketing develops an institutional memory that can help salespeople create shortcuts by identifying what has worked in the past and what has not, what resources may be appropriate, and what company assets exist that can help. Marketing can help.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

OCTOBER 7, 2011

Social media are great for developing those ideas and for making them available to many more people. We asked: If a provider brings you a good idea would you be more likely to buy from them? 30% said yes. Of that 30%, 54% said they’d consider sole sourcing the project. But first you have to have an engine for creating the ideas.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

Social media are great for developing those ideas and for making them available to many more people. We asked: If a provider brings you a good idea would you be more likely to buy from them? 30% said yes. Of that 30%, 54% said they’d consider sole sourcing the project. But first you have to have an engine for creating the ideas.

Social Media 100

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

Chris Koch

MAY 7, 2010

I’m not saying that the iPhone/iPad is going to take over the world, only that the model Apple has developed—and which every other phone manufacturers now trying to copy—is going to endure and will cross over into the business realm. How to use iPhone apps for marketing.

Mobile Marketing 100

Mobile Marketing Wikipedia Communities B2B Marketing 100