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. Since I did the original archetypes work at CIO, they’ve morphed a little bit. We came up with some interesting insights.

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. Since I did the original archetypes work at CIO, they’ve morphed a little bit. We came up with some interesting insights.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

APRIL 3, 2014

A family receptionist would greet them and offer a surprise like a seat upgrade, a free gift, or a chance to meet a player,” says Mark Bradley, founder of The Fan Experience Company , a consultancy that worked with the club. More than 36 million people from the U.S. and Canada spent an average of 8.7 I think I could be easily converted.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

DECEMBER 23, 2009

For example, what if your brand or offering uses a generic term like “Service Oriented Architecture”? The bad news is that gaining real insight from that data is difficult—though a horde of software developers is working on it. This helps you decide which blogs you’d like to do outreach with, for example. Assign a response.

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

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. Individuals can burn out—or just leave.

Blogger 100

Blogger Wikipedia Work Management Social Media 100

Chris Koch

JUNE 5, 2009

In the court of public opinion, customers make a decision about whether the company as a whole is to blame for the crisis or whether the crisis was the work of a few rogue individuals acting outside the norms of behavior. Speed of response. But customers had not bought their Explorers from a tire manufacturer; they had bought them from Ford.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

APRIL 22, 2011

They were the only C-level executives involved in all the efforts to rethink the ways that companies did work across the entire organization. Examples of the mandate for innovation. Back then, the rise of reengineering and enterprise software systems gave CIOs a unique opportunity to be facilitators of innovation.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Social Media 100

Chris Koch

JUNE 26, 2009

You may have to adopt a more split business personality (and do more work). You stand a better chance of learning more about how to accomplish your goals at work if you can engage with a community of people that face all the same challenges you face. Either we turn out to have nothing in common or they try to hit me up for work.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 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 is staffed by editors who work exclusively for McKinsey and are not academics.

Thought Leadership 100

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

OCTOBER 7, 2011

Here are some examples: Most C-level executives are not in social media—they’re in search. Someone somewhere latched onto that and declared that blogs don’t work. Then that gets translated into “social media don’t work for us.” They blame the channel rather than blaming their company’s lack of commitment.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

Here are some examples: Most C-level executives are not in social media—they’re in search. Someone somewhere latched onto that and declared that blogs don’t work. Then that gets translated into “social media don’t work for us.” They blame the channel rather than blaming their company’s lack of commitment.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 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

JULY 22, 2011

I broke my hip about four weeks ago (my bike slid from underneath me on a rainy morning on my way to work). Here are some examples: Educate the customer—or don’t. Oh wait, right… Whatever you do, don’t let the customer meet the people who will actually be doing the work. But this guy still isn’t the surgeon.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

MAY 6, 2011

Social media present us as individuals seeking status within a community, which is something that humans have been working at since our days as monkeys. 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.

Social Media 100

Social Media Social Marketing Work Management Media 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

JULY 24, 2009

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. Two of the companies I spoke to for my report use analytics to determine which marketing tactics are working and which ones aren’t. So you have to start with the bigger process picture.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

JULY 24, 2009

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. Two of the companies I spoke to for my report use analytics to determine which marketing tactics are working and which ones aren’t. So you have to start with the bigger process picture.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

Chris Koch

SEPTEMBER 25, 2009

It’s tough to work your butt off on something that you’re not sure about. In working with our clients, we’ve found that it’s particularly important to survey both customers and employees when developing an important new service, because it allows you to put the “why” argument to rest using objective data.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

It’s tough to work your butt off on something that you’re not sure about. In working with our clients, we’ve found that it’s particularly important to survey both customers and employees when developing an important new service, because it allows you to put the “why” argument to rest using objective data.

Research 100

Research Service Product Paid Search Agency 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. Forrester loses R&D.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

AUGUST 16, 2011

I saw a terrific interview recently with Ethan McCarty of IBM, who talked about how IBM is working to get its employees involved in internal knowledge sharing through social mechanisms. Buyers click more on pages with people. Buyers want to get to know your subject matter experts. They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

I saw a terrific interview recently with Ethan McCarty of IBM, who talked about how IBM is working to get its employees involved in internal knowledge sharing through social mechanisms. Buyers click more on pages with people. Buyers want to get to know your subject matter experts. They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

MARCH 26, 2010

Okay, so you need to work for IBM to access it, but Skribit is available to the rest of us.). Journalists are trained to separate the compelling ideas from the chaff and develop them with supporting evidence and case examples. Get ideas from customers. Filter research. Hire one to help your SMEs develop and disseminate their ideas.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JULY 10, 2009

He argues that putting a data form in front of a prospect displays a lack of confidence in the quality of our work and at worst drives people into the arms of competitors. 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

DECEMBER 11, 2009

Google is offering offices in the cloud so that corporate IT systems become little more than sync devices for all the work being done away from a desk. For example, a Forbes survey found that C-suite executives are more likely to make the time for a video than other executives. Mobile drives an urge for immediacy. What does it mean?

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Storytelling 100

Chris Koch

NOVEMBER 5, 2010

Unless the company they work for is a startup or otherwise desperate for attention, these people tend to be ground down by the risk management aspect of their jobs over time. They would work hard to get CIOs and subject matter experts to agree to talk to me in an open way. Let’s look at each in more detail. Guard dog PR.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

SEPTEMBER 17, 2010

The publishing model of ads next to content won’t work, of course. The two have to work together to create themes that are thoughtful and that are about getting readers interested—it’s about leading the horse to the idea marketing bucket. The best example of this that I can think of is IBM’s Smarter Planet. What does it mean?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 12, 2010

PR works to identify people in the organization who would be good representatives of the company, its value, and its offerings. Examples of how you do this are: Make them visible on social networks. Think of the traditional PR process as a supply chain with four steps: Subject matter expert identification and preparation.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

AUGUST 23, 2011

For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

DECEMBER 18, 2009

For example, it requires a change in the culture of the company—which must accede to social media’s demand for more openness and less control over conversations with customers. Yet while social media should not become a separate silo within the marketing organization, it does require some new skills and thinking. What do you think?

Social Media 100

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

Chris Koch

JANUARY 28, 2011

For example, Owyang’s replacement, Augie Ray, has his own personal blog, but his posts also appear on a group blog targeted at the business line he serves, “Interactive Marketing.” Owyang’s blog is still packed full of references to Forrester and his work there. Will they really think less of you if one of your stars leaves?

Personalization 100

Personalization Forrester Branding Brand Identity 100

Chris Koch

OCTOBER 6, 2009

And the publishing process works better than the marketing content development process because the publishing process developed without an overlord (e.g., All good journalism comes from expert insight and real-world examples. How to adapt the publishing process to marketing.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

And the publishing process works better than the marketing content development process because the publishing process developed without an overlord (e.g., All good journalism comes from expert insight and real-world examples. How to adapt the publishing process to marketing.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100