Chris Koch

SEPTEMBER 9, 2011

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. These are the ideas that prompt buyers to think about change. These ideas aren’t necessarily about predicting the future or painting a picture of how it will look.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. These are the ideas that prompt buyers to think about change. These ideas aren’t necessarily about predicting the future or painting a picture of how it will look.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 17, 2010

Readers, long accustomed to the subtle approach, may have looked at those crappy banner ads but they didn’t click and the publishing industry has collapsed as a result. Interviews with industry luminaries? They demanded that readers click on their banner ads on publishers’ websites before they’d pay. What does it mean?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JULY 22, 2011

Send your top dog, most empathetic, articulate, industry-savvy, alpha salesperson in to market the service, and then show up to do the work with the freshly-minted biz school grads and the interns. Oh wait, right… Whatever you do, don’t let the customer meet the people who will actually be doing the work.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

JUNE 18, 2010

Zane did research on the bike industry and figures that the average lifetime value of each of his customers is $12,500—from the first bike they purchase to the last, as well as all the accessories. As you might suspect, nobody digs a paw into the thing and scoops out all the quarters. They each take one. This is the power of self-regulation.

Wikipedia 100

Wikipedia Marketing Management Training Conference 100

Chris Koch

FEBRUARY 18, 2011

Usually, that means experience that is deeper than the target audience has, or breadth of experience working across multiple companies or industries, or all of the above. But they can’t merely seem like a peer; they need to be perceived as an expert. Hard to define, but you know it when you see it.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

FEBRUARY 11, 2014

It’s often not a question of winning or losing fans,” says Mark Lehew , SAP’s Global Head of Sports & Entertainment Industry. Fans by their nature are loyal to their team, but many sports organizations do a poor job identifying and rewarding their most dedicated supporters. But sports teams often have a massive global fan base.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

JANUARY 21, 2011

Just 18% said they did it to become authorities within their industries. And what’s worse, when asked why they had corporate blogs, more than 50% said it’s the cost of doing business. I’d say the future of corporate blogs is bleak because we put t raditional corporate brand walls around them. The brand comes first, not the people.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

MAY 15, 2012

Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. Maybe not, but someone inside your organization does. How do we find and tap into those sources of ideas inside the organization?

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

AUGUST 16, 2011

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. It got me thinking, what if a similar easy button comes along for online marketing?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good. It got me thinking, what if a similar easy button comes along for online marketing?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

JUNE 5, 2009

auto industry as a whole. Industry and financial analysts will likely have differing opinions about the current and future prospects of the company. If the crisis radiates widely beyond the company and damages other companies, the impact on the brand may increase. Ethical and moral impact. Analysts and influencers.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

MAY 22, 2009

If Wall Street and/or industry analysts are outspoken in predicting that the crisis will have a substantial impact on the provider’s ability to do business now or in the future, it could precipitate a stampede. If switching is difficult, the pace of loss will likely be slower. Dire predictions from analysts.

Brand Identity 100

Brand Identity Branding Tagging Transparency 100

Chris Koch

OCTOBER 7, 2011

But at this point, buyers are trolling for good ideas, insight into industry trends, and news. Buyers don’t want to hear from salespeople at this point. We call it the epiphany stage; it’s before buyers have articulated their specific needs. What do you think? Related articles.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

But at this point, buyers are trolling for good ideas, insight into industry trends, and news. Buyers don’t want to hear from salespeople at this point. We call it the epiphany stage; it’s before buyers have articulated their specific needs. What do you think? Related articles.

Social Media 100

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

Chris Koch

AUGUST 7, 2009

I found that every CIO I spoke to had at least a few unique issues—whether it is unique industry requirements, organizational complexities, or other things that they were grappling with that I hadn’t heard from anyone else. But I know that in speaking to hundreds of CIOs, very few fit into the exact same mold.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

AUGUST 7, 2009

I found that every CIO I spoke to had at least a few unique issues—whether it is unique industry requirements, organizational complexities, or other things that they were grappling with that I hadn’t heard from anyone else. But I know that in speaking to hundreds of CIOs, very few fit into the exact same mold.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

AUGUST 13, 2010

His posts chronicle the sweeping arc of frustration felt by a veteran flight attendant (he has been flying since 1990) over the steady decline of an industry that he clearly loves. His father was an airline pilot and he waxed poetic about seeing planes take off. Following the trail of bread crumbs leads us to a caring, thoughtful person.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

JUNE 25, 2009

Anything that has the power to destroy industries (journalism) and redefine politics (the Obama campaign—actually the Howard Dean campaign, but nobody remembers him) has the power to inspire fear. Social media causes fear. Buried beneath our demands for an ROI accounting of the value of social media is something more primitive: fear.

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

MAY 21, 2010

There is a cottage industry developing out there for people who want to protect you from Facebook. I learn about them and who they are based on my interactions with them and in sharing content that is of interest to all of us. Viral vs. permission-based.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

APRIL 30, 2010

Consulting firm CSC meanwhile, built a tree trunk called WikonnecT that is a B2B online community for the insurance industry. The mobile app that hooks into Competipedia is justified because XGS’ salespeople often need information while on the road (help) and can use competitive information as soon as it is available (timeliness).

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

FEBRUARY 12, 2010

Ray tries to spin the controversy in his post by calling it “a minor tempest in the research industry teapot.” Not from a company that tries to put strict controls on the ways its social media content is cited by others. Forrester is shocked, shocked. And it insults the intelligence of those of us who are fans of Forrester.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

JANUARY 15, 2010

The IT industry was on fire and the stuff was flying out the doors. Plus, many were advertisers, so the visits made it seem like we weren’t completely ignoring what they had to say. But mostly we were. Back then what marketers had to say was all about their offerings. And why not?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

OCTOBER 1, 2010

Why should B2B companies try to be thought leaders in their industry? Let’s say you market a highly commoditized industry. Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. If buyers find your content you’re a step ahead.

Thought Leadership 100

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

Chris Koch

FEBRUARY 7, 2014

Manufacturers no longer have a monopoly on the methods of production; these new tools of industry may soon be available to all. Shapeways has gone from producing approximately 7,000 unique printed items a month three years ago about 70,000 a month today. Have you tried the counter intuitive approach in your writing for customers?

Startups 100

Startups High Quality Lead Cost Order 100

Chris Koch

MAY 5, 2014

As the entertainment and publishing industries have discovered much to their chagrin, people just like to create things, solve problems, and get public recognition for it, even if that recognition doesn’t involve financial reward. Turns out that’s not the case, at least not anymore.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100

Chris Koch

JULY 29, 2011

However, our early-2011 survey of more than 1,300 employers across industries, geographies, and employer sizes, as well as other proprietary research, found that reform will provoke a much greater response.”. That’s pretty unequivocal. Hey CBO, you’re wrong! Gee, how about a quick blog interview with Garrett, or a video, or podcast?

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100