Chris Koch

DECEMBER 18, 2009

B2B companies have fewer, more complex customer relationships and are often conservative and protective of those relationships. B2B marketing lays the path to a sales discussion and supports relationships with existing customers. Social media seems better suited to B2C, with its larger scale and simpler buying process.

Social Media 100

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

Chris Koch

MARCH 19, 2010

I want to do something ambitious and I’m hoping you’ll help. Monitoring tools help determine how much impact these smart things are having on our target audiences. Search tools can help you mine that data. This is helpful during important periods like new offering launches or in the aftermath of a crisis. Gather research.

Social Media 100

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

Chris Koch

JUNE 18, 2010

For those of us struggling with B2B marketing and all its complexities, this will help clarify some core issues. Tags: Customer Relationships B2B marketing Bicycle Business Business model Competition Customer relationship management Customer Research Cycling Shopping Sporting Goods Sports. Tweet This Post.

Wikipedia 100

Wikipedia Marketing Management Training Conference 100

Chris Koch

NOVEMBER 6, 2009

For us, it’s an opportunity to build a closer relationship with the winners and generate some great thought leadership. The winners get serious recognition for their work that helps their companies and their careers. But marketing should also be helping drive the business strategy and execution of the company.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

Chris Koch

JANUARY 29, 2010

Relationship. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Account history. What are they willing to “pay?”. So there is a price for marketing content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

Relationship. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Account history. What are they willing to “pay?”. So there is a price for marketing content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

APRIL 8, 2011

Here’s my take (I hope you will help me with your thoughts). The organization views social media as important to relationship building. We could all use some way to gauge our progress, especially in large, dispersed companies and marketing organizations. There is cultural permission to speak.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

APRIL 9, 2010

For them to be successful, we need to help them establish their voices in a blog. The way that we establish trust and relationships with buyers is through authority. A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. We want readers of our SMEs’ blogs to see them as experts.

SME 100

SME Aggregators Blogger Social Media 100

Chris Koch

NOVEMBER 13, 2009

For these target executives, peer relationships are everything, but for now anyway, most of those relationships are happening offline. 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.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

For these target executives, peer relationships are everything, but for now anyway, most of those relationships are happening offline. 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.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JUNE 16, 2009

To someone her age, the concept of following immediately conjures up the issue of personal relationships—who you hate and who you like—and status—who is popular and who isn’t. Thankfully, adults have another context for developing relationships: communities of learning. Follow to learn. Nobody knows but me. Linking to learn.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

MAY 1, 2009

That can help, but salespeople and marketers need more concrete reasons to work together. Marketing can help. Marketing develops an institutional memory that can help salespeople create shortcuts by identifying what has worked in the past and what has not, what resources may be appropriate, and what company assets exist that can help.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

JUNE 25, 2010

How can we help customers be extroverts? Tags: Customer Relationships Social Media B2B marketing David Weinberger Extraversion and introversion Myers-Briggs Type Indicator Personality Personality test Psychology Social Sciences. But as Paul points out, that self is often lazy and fearful. What do you think? Related articles by Zemanta.

Social Media 100

Social Media Peer-to-peer Media Wikipedia 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. And while marketers can create some social media content, they can (and should) rely on their subject matter experts (SMEs) to create most of the stuff that’s going to build trust and relationships with customers.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 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. Membership and loyalty programs extend the relationship beyond game day and provide a more personalized connection between a brand and its fans.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

SEPTEMBER 11, 2009

They have genetic tendencies towards extroversion, confidence, hope (some would say denial), relationship building, and the real differentiator: emotional perception—usually expressed as the ability to “read people” (and one’s self). I do think there is a gene for sales. Great salespeople truly are born, not made. Information.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

They have genetic tendencies towards extroversion, confidence, hope (some would say denial), relationship building, and the real differentiator: emotional perception—usually expressed as the ability to “read people” (and one’s self). I do think there is a gene for sales. Great salespeople truly are born, not made. Information.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

AUGUST 16, 2011

Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Obviously, this is less of an issue in B2B than B2C. Privacy is a concern in B2B, too. It may seem facile, but social media are the answer. They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Obviously, this is less of an issue in B2B than B2C. Privacy is a concern in B2B, too. It may seem facile, but social media are the answer. They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

NOVEMBER 5, 2010

In B2B, that’s not going to build relationships with customers. 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. The emphasis is on contacting rather than helping. at the expense of helping.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

JULY 16, 2010

Because you are helping them create a waking dream to play with. We just have to design creative ways to bring it out so that it results in better relationships and ideas. Sometimes, providing a fallow field for customers to create their own thought leadership is in itself the very highest form of thought leadership. Tweet This Post.

B2B Thought Leadership 100

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

Chris Koch

SEPTEMBER 17, 2010

For centuries, publishers had an uneasy, co-dependent relationship with advertisers. All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. Let me explain. A wall existed between publishers and advertisers.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JUNE 26, 2009

But Twitter lets you start to build a professional relationship without getting in each other’s face. Transfer Twitter relationships to LinkedIn and Facebook. I hope this post is helpful. I hope you will comment and add in your suggestions to help B2B marketers build their personal presences online.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

JUNE 5, 2009

When a crisis hits, customers make a decision about whether the promise of a brand has been broken and whether the relationship can be repaired. They expected Ford to respond immediately to their requests for help. Breaking the promise. Well-known brands have built up trust with customers and have farther to fall when a crisis hits.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

JANUARY 22, 2010

Here are some metrics, mostly for blogs, that help build engagement with customers and prospects. Bounce rate is a good metric for websites because it helps show whether people are finding what they’re looking for. Social media gives us ways to build relationships with customers that white papers or newsletters can’t.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

DECEMBER 28, 2010

Social media relationships are shallow and meaningless. For example, the viral relationship model of Twitter adds a new dimension to relationships, it doesn’t subtract. I’ve formed a handful of excellent business relationships on Twitter this year—we know each other on sight and (gasp) we’ve even spoken to one another.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 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

OCTOBER 1, 2010

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Another way is by picking themes to help guide your TL development. Smarter Planet helps SMEs at IBM focus. Marketing is helping develop offerings. Please add your thoughts!

Thought Leadership 100

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