Chris Koch

AUGUST 13, 2010

The trajectory of Slater’s postings look a lot like the things that customers say about our complex B2B products and services, which have a much longer arc of relationship than B2C. They may have come on board at a time when your products and services offered more than they do now or worked differently.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. They think up all the different things that magazines offer to readers and then make a list: Surveys? What’s the point?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JULY 10, 2009

Since the vbook explains the need for reliable connectivity (Level 3’s product), if the user browsed through several sections, we could reliably consider them a warm lead. That’s why it’s important to sync your content to the different phases of the buying process and let that drive the kind of data you try to gather.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

OCTOBER 30, 2009

Most of ITSMA’s clients are B2B marketers from big technology companies that sell big, complex products, services, and solutions. Another surprise was that the big shots use all of the different social media tools pretty evenly. Specifically, frustration over how to use social media to reach the C-suite.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 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.)?” Social media consultant Jeremiah Owyang has a good post about different ways that he sees companies organizing for social media that you should check out. That’s right.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

JUNE 5, 2009

Geoff Dodds, Julie Schwartz and I brainstormed the different responses customers can have to a crisis and the steps you can take to address the problems. Meanwhile, the company kept up its emphasis on research and development so that customers would see that it was still committed to offering leading edge products.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

JANUARY 15, 2010

But a quick read of our magazine showed that we didn’t write about products. We need to look at how to do things differently. But developing and disseminating content that builds relationships—think publishers and subscribers—takes different skills. Marketing has to do things differently.”. Buyers become approachable.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

NOVEMBER 5, 2010

For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired).

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Here are my thoughts on the big pieces.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Here are my thoughts on the big pieces.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JULY 24, 2009

That lets them be more productive in marketing, by focusing effort and budget on the good stuff, and it lets them reduce the time to a sale by giving salespeople better tools to work with. Once again, however, we have a cultural issue: Sales and marketing people are just different. But we need to start doing that.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

JULY 24, 2009

That lets them be more productive in marketing, by focusing effort and budget on the good stuff, and it lets them reduce the time to a sale by giving salespeople better tools to work with. Once again, however, we have a cultural issue: Sales and marketing people are just different. But we need to start doing that.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

Chris Koch

MARCH 12, 2012

Connectedness equals productivity, as we discovered (eventually) with PCs and laptops in earlier times that began just as chaotically as mobile has. The problem is that this data sits in silos—and everybody’s silo says something different—sales’ is different from marketing’s, which is different from finance’s.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

DECEMBER 16, 2010

Among the five different newspapers that covered the same turf as I did was the New York Times, which had a section called “Connecticut Weekly” on Sundays. In combining all this stuff together, I was forced to create a summation narrative that made sense of all the different pieces. But it’s also more than the sum of its parts.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Media 100

Chris Koch

MAY 5, 2014

The Costs of Production Approach Zero for Everything. There are three other areas where the costs of production will soon reach zero, according to a fascinating academic article (in this rare case that’s not an oxymoron) by Mark A. Scientists have made entirely new forms of bacteria different than anything found in nature.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100