Chris Koch

MAY 21, 2010

If you go to Facebook and look at your profile, your immediate reaction is going to be that it’s asking for too much information. 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? The expectation on Twitter is that 99.9%

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

APRIL 30, 2010

At ITSMA, we’re seeing four main reasons for doing it: Help. The classic B2B mobile applications have been internally focused, giving maintenance people access to service information while they are out in the field. Is there a reason for you to offer whatever help you give to customers through mobile? Continuity.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

MAY 1, 2009

That can help, but salespeople and marketers need more concrete reasons to work together. Marketing needs this information to create thought leadership and marketing materials designed to reach many different clients at once. Marketing can help. Many organizations we talk to are baffled about how to bridge the gap.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

FEBRUARY 12, 2010

No wonder they all steer the argument in this direction; it makes it seem like Forrester is the aggrieved benefactor being sucked dry by selfish, ungrateful employees who insist on giving away the IP that Forrester pays them to create—and whose powerful brand opens the doors for them with the sources they need to help create that IP.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

APRIL 17, 2009

Our research shows that customers don’t think their providers do a very good job of helping them with their business issues. Marketers could help with that problem. And customers have an opportunity to get help and ideas on the issues that are most pressing to them. But there’s more that can be done.

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

NOVEMBER 7, 2012

More importantly, they see smart people from SAP featured in it and that helps everybody. Proving that this kind of engagement helps make customers more likely to consider the company is the next big hurdle that marketers (myself included) have to cross. I’m Watching For… Great ideas to help businesses and IT.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 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, research shows that Europeans value their privacy more than Americans—meaning that their information may cost you more.

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, research shows that Europeans value their privacy more than Americans—meaning that their information may cost you more.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

APRIL 9, 2010

For them to be successful, we need to help them establish their voices in a blog. If your SME is a person who loves to collect information, then becoming an aggregator is a route to trust. A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. Aggregator.

SME 100

SME Aggregators Blogger Social Media 100

Chris Koch

FEBRUARY 4, 2012

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). Mostly what we do with thought leadership is educate and inform. It’s a set up for failure. Truly great ideas are rare. It’s bastardized.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Social Media Twitter 100

Chris Koch

JUNE 18, 2012

And many who do would be better off getting some help. As I interview SMEs around SAP and external influencers like analysts and customers, I want to be able to share the raw ideas in their earliest stages so that I can inform people and get their feedback. I wanted to present the core arguments here to see what you think.

Social Media 100

Social Media Media Communities Transparency 100

Chris Koch

MAY 15, 2012

They assume that salespeople can’t help them at that point. But I don’t have access to that kind of information. 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

MAY 19, 2014

Basically it’s the things we tamp down with Ritalin today: “We don’t let kids be playful, explore, or help them understand who they are,” he said. They retained the information better when they watched the videos than they did when I taught in person,” he recalls. A CEO Who Lived the Crisis in Education. Viral How-Tos.

Conference 100

Conference Education Viral Marketing Class 100

Chris Koch

JULY 10, 2009

As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. Given the potential for lead generation through social media, the question then becomes how much information should we try to get from people coming to us through social media? In our recent Web 2.0

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 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. That’s why marketers have to step in and help out. Very few writers are able to get their best thoughts out on paper without some help. 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

DECEMBER 18, 2009

When buyers engage their most important sources of information—their peers—most of those conversations (90%, according to a study by Walter J. The most trusted information source for buyers has always been each other. Giving up control of what is being said about your company is difficult for most marketers.

Social Media 100

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

Chris Koch

APRIL 3, 2014

I would expect that most other similarly ill-informed, old-fart American Boomers who were raised on other sports like me might say the same thing (Stones fans, don’t look for a “London” team to root for because it doesn’t exist). Approximately 70% of the traffic to NFL.com comes from mobile devices – up from 10% just a few years ago.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

APRIL 8, 2011

Here’s my take (I hope you will help me with your thoughts). I’ve yet to see a B2B company have any success in social media that doesn’t have a social media policy, at least some training, and an informal social media center of excellence. There is cultural permission to speak. Basic social media governance has been established.

Social Media 100

Social Media Media Paid Search Agency PR 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. Answers to these questions will help drive the structure of the program and provide a foundation for achieving ROI goals. 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. Answers to these questions will help drive the structure of the program and provide a foundation for achieving ROI goals. Here are my thoughts on the big pieces.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

FEBRUARY 11, 2014

Sports teams are looking to change this dynamic by embracing metrics that help them quantify the value of loyal customers beyond ticket purchases – and reward those customers for their loyalty. Despite all these advances, few teams have all the information they need to get truly personal with their fans.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

JANUARY 8, 2010

You need to build an internal network that focuses on identifying internal thought leaders and building alliances with external academics and customers who can help develop and test ideas. A calendar helps marketing plan out the frequency and focus of its output.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

NOVEMBER 5, 2010

First, it focuses the agency on some clear goals—cranking out press releases and getting press mentions—and gives the guard dogs a degree of separation that helps with risk management. This means that metrics are based on merely making contact and shoveling crap out the door rather than helping influencers meet their goals.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

NOVEMBER 24, 2009

For example, Cisco has an e-mail alias called “internet postings” where employees can get help. Social media is supposed to be fun, informal, conversational and open. Encourage openness, honesty and transparency. The guidelines should include a place to go for advice. Ditch the legalese.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

JULY 22, 2011

We help ease them into the idea that they need our services and solutions to solve these problems so that the experience of spending all that money feels a little less like stepping off a cliff. Then, the day after surgery, the nurse informed me that I was being moved to be “with my own kind” over in orthopedics. I was in heaven.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

NOVEMBER 13, 2009

We could control the public conversation because our audience had few public outlets for giving or receiving information. This week, Jeremiah Owyang published a great framework of things that marketers have to do to listen well—including a list of vendors who help marketers listen. After all, that’s how we’ve always done it.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

We could control the public conversation because our audience had few public outlets for giving or receiving information. This week, Jeremiah Owyang published a great framework of things that marketers have to do to listen well—including a list of vendors who help marketers listen. After all, that’s how we’ve always done it.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

SEPTEMBER 18, 2009

The recent growth of permission-based groups on these sites helps a little bit, but so much of what gets posted on group pages is noise—blatant advertising, desperate job seeking—that it can be difficult for marketers to cut through all that crap and establish trusting relationships based solely on being in the same group as someone else.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

The recent growth of permission-based groups on these sites helps a little bit, but so much of what gets posted on group pages is noise—blatant advertising, desperate job seeking—that it can be difficult for marketers to cut through all that crap and establish trusting relationships based solely on being in the same group as someone else.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

JUNE 26, 2009

You’re better off getting a dedicated tool that lets you manage the flow of information. You can “mass follow” my followers to instantly build up your network, or pick through the contacts individually (their bio information is included). I hope this post is helpful. It is offered in the spirit of the guild.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

JANUARY 22, 2010

The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. Here are some metrics, mostly for blogs, that help build engagement with customers and prospects. And blogs are really measurable.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JUNE 5, 2009

They expected Ford to respond immediately to their requests for help. Customers and prospects are better informed than ever, thanks to the Internet and global connectivity. But customers had not bought their Explorers from a tire manufacturer; they had bought them from Ford. Scope of response. Companies in crisis need to act quickly.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

JUNE 18, 2014

I intended to write this blog about some of the amazing, helpful, and scary things that robots can do today, but even a quick look at the information out there demonstrates that robot is already an archaic term, like calling a car a horseless carriage. Hack your thoughts, beliefs, and your bank PIN.

Organization 100

Organization Spyware Domain Opinions 100

Chris Koch

MARCH 12, 2012

[This is cross-posted on the SAP Services blog]: Mobile applications are a little like vacation snapshots: They are informative, sometimes fun—beautiful, even—but they don’t tell a full story on their own. who is a veteran of corporate networking (he helped develop the first devices for connecting PCs on the corporate network).

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

FEBRUARY 5, 2010

And in Gartner’s defense, sometimes IT can be so complex and confusing that it really does help to have an acronym for talking about things. So I’d like to try, with your help, to nip TLM in the bud before it gains the power to make us all miserable. Marketing is potentially great at the latter, but it needs help with the former.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

MAY 13, 2011

so I can use all the help I can get.). The “I’m genuinely interested in knowing you more—no really I am” category: “Let me know if I can help you in any way.” But now I’m on Twitter and I’ve just met you, so what kind of help are we talking about here? We will do our very best to keep you informed and entertained.”

Twitter 100

Twitter Validation CAN-SPAM Facebook 100

Chris Koch

AUGUST 3, 2010

Writing style guides can also help, but who has time to plow through them? Here are some of the qualities that social media voices should have: (More) Informal. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. I’d love to hear your additions, comments, rants.

Social Media 100

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