Chris Koch

APRIL 24, 2014

Philadelphia, for example, has a set of about 80 different public computing centers designed to encourage people to engage with the city through digital channels. “We got saddled with this problem and I don’t think we’ve done a very good job addressing it.”. Take Small Steps.

Social Media 100

Social Media Communities Education Media 100

Chris Koch

SEPTEMBER 29, 2011

Being first to interpret the impact of a new regulatory requirement, for example, reduces the chances of being perceived as “me too” thinking. The ideas should be new (to the target audience, anyway) or offer a unique angle on a familiar subject. Defines a problem or issue that is important to the target audience. Has a narrative.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Best Practices Case Study 100

Chris Koch

SEPTEMBER 29, 2011

Being first to interpret the impact of a new regulatory requirement, for example, reduces the chances of being perceived as “me too” thinking. The ideas should be new (to the target audience, anyway) or offer a unique angle on a familiar subject. Defines a problem or issue that is important to the target audience. Has a narrative.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Best Practices Case Study 100

Chris Koch

JULY 28, 2010

And the brand or the issue that the brand wants to promote (say cloud computing, for example) remains the focal point of the blog rather than a particular personality. There is also less disruption when a blogger leaves the fold.

Blogger 100

Blogger Wikipedia Work Management Social Media 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, many assume that a higher level of buying intent will get them more goodies, so they say they are ready to buy when they aren’t.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, many assume that a higher level of buying intent will get them more goodies, so they say they are ready to buy when they aren’t.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

MAY 30, 2014

When we absolutely need to see live network broadcasts – my wife and daughter insisted on seeing the Oscars live, for example – I plug in a set of Radio Shack digital bunny ears to turn our big screen back into a TV for a few hours.).

Cable 100

Cable Television marketing Broadcasting Copyright 100

Chris Koch

FEBRUARY 11, 2011

Most companies do not yet have closed-loop lead management processes supported by systems, for example. In the short term, I think marketing has a lot of catching up to do in terms of technology. So we need some important systems installed in the short-term.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

APRIL 30, 2010

We can’t simply create an application that links to static website content, for example. An example of this is user groups. I could see techies catching up on technical issues while they have some down time at an airport, for example. But first, we need to establish the reason for going mobile. Timeliness.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

APRIL 10, 2009

When the consulting industry began soon thereafter, McKinsey took the academic journal model and applied it to its marketing, which resulted in the McKinsey Quarterly.The Quarterly is the first real example of thought leadership marketing. It looks and feels like an academic journal but does not accept submissions from outside of McKinsey.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

APRIL 28, 2014

For example, we figure out how to get a free WordPress blog ourselves online or through word of mouth and then we learn how to collaborate with others through social media. Pretend the Industrial Revolution Never Happened.

Disintermediation 100

Disintermediation Word of Mouth Internet Marketing Cross-Selling 100

Chris Koch

SEPTEMBER 24, 2014

Goldberg has found three examples of how companies can do this: Intergenerational learning. I can’t imagine anything worse than mentoring people who don’t feel they need or want it (even if they do). That’s why such programs need a push from above to succeed. Research by my colleague Michael S.

Peer-to-peer 100

Peer-to-peer Work Management Marketing Management Loyalty 100

Chris Koch

DECEMBER 23, 2009

For example, what if your brand or offering uses a generic term like “Service Oriented Architecture”? This helps you decide which blogs you’d like to do outreach with, for example. But things can quickly get complicated from there. How do you separate the specific discussions about your offering from the general conversation?

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

MAY 20, 2011

Here are some examples of how this can work: Internal. The combination of internal and external creation and feedback creates friction and competition. Experts need to defend their ideas, get input and collaboration from others, and compete for attention. Knowledge share sessions. Awards programs. Primary and secondary research.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

MAY 27, 2010

For example, the Twitter stream from this thing (#MPB2B) is still going strong weeks later. Great conferences have impact that lasts long after the day (or two or three) that they occur. MarketingProfs’ B2B Forum is one of those conferences. You should check it out; it’ll give you a great list of B2B marketers to follow.

Mobile Marketing 100

Mobile Marketing B2B Marketing Mobile Advertising B2B 100

Chris Koch

AUGUST 7, 2009

For example, we’ve long thought that CIOs in smaller organizations are hamstrung by a lack of discretionary budget to work with, small staffs, and a lack of access to the CEO in the business. Others are successful CIOs who take on complementary business roles in addition to IT such as supply chain, for example.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

AUGUST 7, 2009

For example, we’ve long thought that CIOs in smaller organizations are hamstrung by a lack of discretionary budget to work with, small staffs, and a lack of access to the CEO in the business. Others are successful CIOs who take on complementary business roles in addition to IT such as supply chain, for example.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

JULY 16, 2010

For example, in the three categories I’ve looked at so far (there are six categories altogether), we have one company using analytics to predict customer buying patterns (and this ain’t diapers or laundry detergent, ladies and gents—we’re talking six-figure jumbles of complex products and services here). One example stands out for me.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Peer-to-peer Wikipedia 100

Chris Koch

SEPTEMBER 15, 2014

For example, instead of measuring how quickly a call center agent answers a customer’s question, measure how infrequently customers call back. Focus metrics and incentives on long-term retention. Customer experience initiatives should be measured not on short-term transactions but on longer-term measures, such as lifetime value.

De-duplication 100

De-duplication Paid Search Agency Companies Wikipedia 100

Chris Koch

JULY 10, 2009

He offers a great example from a client: “For example, in our campaign with Level 3, a leading fiber-based communications company, we tracked whether prospects downloaded a vbook. Another great example of the aggregation blog strategy that I was talking about.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

JUNE 5, 2009

For example, when certain models of Ford’s Explorer experienced tire blowouts, Ford delayed taking action with customers, blaming the tire supplier for the problems. Speed of response. If companies are seen to be reluctant to respond to a crisis or its complications, it could have a negative impact on customer retention.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

NOVEMBER 6, 2009

The number of entries we receive in each category and the quality of those entries give us a sense of marketers’ shifting priorities from year to year and reveal general strengths and weaknesses of the profession (for example, we’re great at sales enablement and demand generation; we suck at metrics—just not in our blood, it seems).

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

Chris Koch

APRIL 22, 2011

Examples of the mandate for innovation. Social media aren’t even just for facilitating conversation and customer relationships. Social media are also for innovation, and marketing has a major role to play in making it happen.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Social Media 100

Chris Koch

NOVEMBER 12, 2010

I have a ton of new stuff to share this Fall (a new survey on thought leadership, for example) and I’d really like to get your opinions on it. Just do nothing and I will disappear forever. Thank you for being part of the blog so far. But I hope you will stay. A blog is nothing without community.

RSS 100

RSS Thought Leadership Opinions Communities 100

Chris Koch

MARCH 25, 2011

For example, one company required that its council members hold at least one patent before they’d be invited. Recognition from peers means a lot to subject matter experts. Some companies get pretty formal about this, creating invitation-only SME councils with entry requirements. Make ideas part of individual expectations.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

APRIL 3, 2014

More than 36 million people from the U.S. and Canada spent an average of 8.7 hours a week playing fantasy sports in 2013, according to the Fantasy Sports Trade Association.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

SEPTEMBER 24, 2010

Knowledge management systems, for example, were difficult to use and difficult to keep up to date. From what I can tell, the internet didn’t disrupt the basic model for the sales enablement process; it just moved much of it online. Salespeople remained dependent on marketers for information. Salespeople mostly ignored them.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 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

JANUARY 22, 2010

For example, being listed on the blogroll of a highly respected blogger, analyst, or journalist not only generates traffic; it also establishes you as an authority among the people who care most about the subject you’re blogging about. Obviously, the more influential the referral site the better. But we’re not talking just sheer numbers here.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JUNE 26, 2009

For example, I have a column that does a running search for “B2B.” So for example, if you decide to follow me (@ckochster—Twitter names always have the @ in front of them), you can use TwiPing to show you all the people who follow me. For example, we just happen to have an ITSMA group on LinkedIn that you can join.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

MAY 6, 2011

For example, many ITSMA members are companies that began by selling B2B products but are now trying to become known as full-service solution companies. This reference point is in the future and requires careful definition. It requires all the key players in the company to decide how they want the company to influence the market in the future.

Social Media 100

Social Media Social Marketing Work Management Media 100

Chris Koch

DECEMBER 29, 2009

But to use a famous example, how many Dell PCs can we expect a follower of Dell on Twitter to buy? But let’s dissect what’s really going on with these deals. Consumers follow brands because they have an expectation that they will get value from the relationship.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

FEBRUARY 12, 2010

The most powerful example of one of these personally branded blogs is Web Strategy by Jeremiah, by Jeremiah Owyang , an analyst who left Forrester prior to the policy change. Another example is Experience: The Blog, by Augie Ray, who is Owyang’s replacement at Forrester.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

AUGUST 16, 2011

For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

DECEMBER 11, 2009

For example, a Forbes survey found that C-suite executives are more likely to make the time for a video than other executives. And nowhere is the visual more dramatic than on your personal mobile device. What does it mean? For B2B marketers, this means that video and interactivity are something we need to be thinking about and doing now.

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Storytelling 100

Chris Koch

MARCH 4, 2011

That drives publishers to produce a lot of short content designed to reach the broadest possible audience (at least one online story about Apple per day for a technology pub, for example). Half your ad dollars wasted? Try all of them. Meanwhile, B2B buyers still hunger for good, specific content just as they always have.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100