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). Sure, healthcare knows how to sell drugs, but in terms of preparing the customer for the experience of service delivery, fuggedaboudit. Unfortunately, this one does often ring true in B2B, at least in my experience in consulting.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

NOVEMBER 11, 2011

I put them in alphabetical order so that you can feel the “Power of Repetition” in the words and “Experience the Selling.” Experience certainty. Experience the commitment. Working with clients, not just for them. Creating business impact. Cutting through complexity. Freedom to care. Inspire the next. The power to know.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

I put them in alphabetical order so that you can feel the “Power of Repetition” in the words and “Experience the Selling.” Experience certainty. Experience the commitment. Working with clients, not just for them. Creating business impact. Cutting through complexity. Freedom to care. Inspire the next. The power to know.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

APRIL 8, 2011

The great thing about the experience was that this company is already doing social media. The company I worked with this week no longer has that problem. Most B2B companies I work with are much farther ahead with internal social media efforts than with external. This was all about the how. Internal social media is thriving.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

SEPTEMBER 25, 2009

We also like to trust our own instincts and experiences as useful guides. Important stakeholders need proof, through research, as to whether their own experiences, views, and hunches are borne out by the facts. It’s tough to work your butt off on something that you’re not sure about. Makes us feel weak.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

We also like to trust our own instincts and experiences as useful guides. Important stakeholders need proof, through research, as to whether their own experiences, views, and hunches are borne out by the facts. It’s tough to work your butt off on something that you’re not sure about. Makes us feel weak.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

AUGUST 16, 2011

And people’s B2C experiences have a habit of leaking over to their B2B behavior. 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. They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

And people’s B2C experiences have a habit of leaking over to their B2B behavior. 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. They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

FEBRUARY 12, 2010

Another example is Experience: The Blog, by Augie Ray, who is Owyang’s replacement at Forrester. Big thinkers who have built up personal brands through their blogs will think twice about coming to work at Forrester because they will have to cut that thread (even if it can be reconnected on the other side of Forrester’s firewall).

Social Media 100

Social Media Forrester Media Transparency 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

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

JANUARY 28, 2011

I wish I had the numbers to prove it, but my sense based on my own experience in social media is that Owyang’s personal brand won that battle. Right around that time, Forrester announced that it was ending the cross-posting experiment—no more personal blogs for its analysts. First you found Forrester, and then you found Owyang.

Personalization 100

Personalization Forrester Brand Identity Branding 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. Like the people behind the counter at the DMV, most guard dogs have had just enough bad experiences with people to make them wary and mistrusting of everyone.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JULY 16, 2010

Through intense screening and prepping of attendees and a tightly managed agenda of facilitation, they take these executives out of their work lives for an entire week to think together. Through our events, white papers, videos, whatever, we must prepare our audience to experience that waking dream.

B2B Thought Leadership 100

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

Chris Koch

APRIL 10, 2009

It is staffed by editors who work exclusively for McKinsey and are not academics. The Quarterly is the first and still the most successful form of thought leadership marketing. Other companies have adopted pieces of the academic research publishing model for their own thought leadership marketing.

Thought Leadership 100

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

Chris Koch

JUNE 16, 2009

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. Tell me about your experiences so far. It’s the first step to creating a personal social media platform.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

JANUARY 29, 2010

I’m not sure whether the iPad is that environment or not, but we all know that some kind of portable media device will replace our dead-tree publications if the experience is as good or better than we can have with print. Even if the New York Times’ pay wall works, it will fail (trueslant.com). How about you? startups.com).

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

I’m not sure whether the iPad is that environment or not, but we all know that some kind of portable media device will replace our dead-tree publications if the experience is as good or better than we can have with print. Even if the New York Times’ pay wall works, it will fail (trueslant.com). How about you? startups.com).

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 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. B2B marketer Tom Bottom got me thinking about this issue this week with a daring post that questions whether we should be doing any data capture at all.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

AUGUST 3, 2010

We need to understand their experiences and offer content that fits their needs. We should make our writing sound more like the way we speak (when we’re at work). Lack of relevance is a ticket to deletionville. Empathetic. Sharing is the currency of social media. That means we need a new standard for ourselves.

Social Media 100

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