Chris Koch

MARCH 18, 2011

In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. At the other end of the spectrum are the brochures that masquerade as idea marketing by making the offering descriptions longer and the production values higher. But hold the beverages.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

JULY 31, 2009

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

MAY 14, 2010

Social media creates the need for marketing to lead within the organization. We mean that within the organization the leadership of social media is falling to marketing. We think that’s because social media is seen primarily as a tool for marketing. We think that’s because social media is seen primarily as a tool for marketing.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

JULY 31, 2009

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

JUNE 25, 2009

To be successful with social media marketing, we are going to have to become social media guinea pigs. That’s why it’s important for us to start building our expertise in social media today, even if social media isn’t yet at the top of our marketing agenda (and our research shows that among B2B marketers, it is not).

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

APRIL 17, 2009

We’re always hearing that marketing and sales should be better aligned (whatever that means), but I see little practical advice about how to do that beyond the usual change management stuff. Marketers could help with that problem. Research is one of marketing’s greatest strength.

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

MAY 21, 2010

The question that we’re asking Facebook is the question that we should be asking ourselves in our marketing: Do we really need all this information? But I will tell you that this week I attended an excellent event run by Silver pop called the B2B marketing University in Boston. So take my comments with a grain of salt.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 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. And that is important for marketers. For B2B marketers, this means that video and interactivity are something we need to be thinking about and doing now. And which apps really make us catch our breath? What does it mean?

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Storytelling 100

Chris Koch

SEPTEMBER 25, 2009

One client summed it up by saying that there are two points of resistance in the process of bringing new things to market. It pays to know what’s available from competitors before you develop your own offering. Get help in determining the need in the market and pla around with options before going ahead.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 15, 2014

They don’t want duplicative or conflicting messages coming from different parts of the marketing organization. Research by my colleague Rob O’Regan has revealed a few ways to develop cross-channel cooperation: Put someone in charge. Develop plans collaboratively. How Do We Stop the Infighting? What do you recommend?

De-duplication 100

De-duplication Paid Search Agency Companies Wikipedia 100

Chris Koch

MARCH 25, 2011

I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. Let’s look at some attributes I’m seeing I’m my research: Show commitment to idea development from the top. Make it competitive.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

FEBRUARY 28, 2014

My former boss helped me learn about the technology industry, yet few companies are addressing such skill shortages with a strategy that makes mentoring, corporate training, or development a core piece of the solution. Idea Marketing Latest Post' It meant more than a paycheck; indeed, the tech industry became my second home.

Paid Search Agency 100

Paid Search Agency Companies Training Education 100

Chris Koch

SEPTEMBER 25, 2009

One client summed it up by saying that there are two points of resistance in the process of bringing new things to market. It pays to know what’s available from competitors before you develop your own offering. Get help in determining the need in the market and pla around with options before going ahead. What do you think?

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 9, 2011

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

FEBRUARY 4, 2012

First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. 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).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Social Media Twitter 100

Chris Koch

JANUARY 8, 2010

And there is only one strategy for carrying out this objective: Find people who are good at developing and disseminating ideas to contribute to and facilitate those networks. Toyota’s market share wasn’t built by Toyota’s marketing; it was built by Consumer Reports. Create a content development process.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

SEPTEMBER 24, 2014

Kudos to my employer, SAP, which offers programs like “October Days of Service,” as well as a more ambitious program in which employees can work in developing countries for months at a time. IBM offers sabbatical programs for employees to work on pro bono projects in developing countries. I’ve never had an employer offer such programs.

Peer-to-peer 100

Peer-to-peer Work Management Marketing Management Loyalty 100

Chris Koch

MAY 20, 2011

Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. Marketers need to facilitate a process for internal development of ideas and for external feedback. Marketers need to help create that culture in the company by facilitating the idea process.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

AUGUST 21, 2009

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. Professional services firms expect their consultants to be thought leaders and that expectation flows through everything those firms do, from recruiting, to training, to marketing.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

AUGUST 21, 2009

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. Professional services firms expect their consultants to be thought leaders and that expectation flows through everything those firms do, from recruiting, to training, to marketing.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

MAY 15, 2012

We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. 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.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

NOVEMBER 6, 2009

Like most marketers, I spend most of my time desperately seeking to understand my target audience (B2B marketers) and delivering content that they find relevant and engaging. That’s when I get to sit back and watch the submissions for our Marketing Excellence Awards (MEA) roll in. It’s a struggle. It’s a beautiful thing.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 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. Since many of the monitoring tools are new, most are available as Software as a Service (SaaS) over the internet, which makes it easy for marketers to try them out. Assign a response.

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

MARCH 19, 2010

I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing. Develop a target audience. Promote other types of marketing.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 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. Right now, the practice is to simply excerpt bits from their shows in “best of” compilations and market them.

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. That’s why marketers have to step in and help out. Marketers should use them to help inspire their content creators.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JUNE 15, 2011

Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. Think of me as your grief counselor for good ol’ message-based marketing. Another marketing channel on top of my existing workload, with no extra budget or headcount? Bargaining.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

JUNE 16, 2009

Thankfully, adults have another context for developing relationships: communities of learning. And it’s in this sense that Twitter is a goldmine for B2B marketers. You can seek out the best thinkers in marketing—people that you’ve paid money to go see at conferences—and listen to what they have to say anytime, for free.

Twitter 100

Twitter Web 2.0 Social Media Communities 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. Why B2B marketing will become more visual, vocal, and mobile (christopherakoch.com). I said that I haven’t seen any of those business cases yet. And I don’t think I ever will.

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

APRIL 9, 2010

A former colleague that I really admire managed to mention his 30 year experience in marketing into the first minute of conversation with anyone new. If they are focused on developing new offerings, for example, this is a natural voice for them. Show your age. The voice of experience is powerful. Have the data. Iconoclast.

SME 100

SME Aggregators Blogger Social Media 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 I couldn’t be a CEO without having been a teacher first.”.

Conference 100

Conference Education Viral Marketing Class 100

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. Marketers can handle all that stuff.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. Marketers can handle all that stuff.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 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 1, 2009

Right now, it seems that the gap between sales and marketing is mostly papered over with technology. For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

MAY 7, 2010

How to use iPhone apps for marketing. 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. Where is your mobile marketing center of gravity?

Mobile Marketing 100

Mobile Marketing Wikipedia Communities B2B Marketing 100