Chris Koch

FEBRUARY 18, 2011

Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Their rapport with customers extends to a genuine, ego-free interest in the problems those customers face. Social media are growing up.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

APRIL 10, 2009

In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., Why did companies start focusing on it?

Thought Leadership 100

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

Chris Koch

NOVEMBER 7, 2012

But the Forbes platform is an important step in helping companies understand that there is a time for selling but there is also a time (generally much earlier in the sales process) when customers and prospects are simply looking to be informed, educated and entertained. I’d love to hear how you would answer these questions.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

APRIL 2, 2010

I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? We have to stop torturing ourselves trying to write interesting things about our dry technology. Those two things are built into the process. It’s the same in B2B.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

MAY 1, 2009

Few salespeople or marketers feel qualified—or interested—in crossing over to the other side. You need to find tasks that both sales and marketing have a need for and interest in, but that make sense to share. In typical functional fashion, sales and marketing have gravitated toward things that the other can’t or won’t do.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

MARCH 26, 2010

Here are some ways to do it: Send them what interests you. If you’re in tune with your SMEs, then what interests you should interest them (at least from a business perspective—no need to go nuts and take up golf). so that buyers can consume the information in any form they choose. Creating content such as blogs is hard.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

MARCH 5, 2010

One company’s mobile application is tied to a wiki-based sales enablement website that lets salespeople generate actions and updates and get updated information from the road. Creating a mobile application that leads to static content on a website isn’t going to build much interest or loyalty because there’s no real urgency to connect.

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

JULY 16, 2009

Engage customers with broad themes of common interest. Use the Chatham House rule: “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.”.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 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). Sales of family season ticket plans increased from fewer than 500 in 2009 to more than 7,500 in 2012.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

JULY 16, 2009

Engage customers with broad themes of common interest. Use the Chatham House rule: “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.”.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

AUGUST 21, 2009

What are customers’ areas of interest? are target customers most interested in? Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. How can thought leadership influence their buying behavior?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

What are customers’ areas of interest? are target customers most interested in? Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. How can thought leadership influence their buying behavior?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

JUNE 26, 2009

I’m interested in good guild members who think and are willing to share. It’s like being at a cocktail party where you see a circle of people having an interesting conversation that you can just break into—without having to know any of them or having to say something interesting. Social Media B2B. Use Twitter for monitoring.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

AUGUST 13, 2010

And in the wake of his firing, that’s exactly what journalists and their audiences were interested in knowing. The information from a social site like this changes how journalists can write about a huge company like HP. When the mighty fall, we all want to know what those involved really thought about the powerful icons.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

JANUARY 8, 2010

Whether it’s blogs, Twitter, LinkedIn, or private communities that we build ourselves, the common thread is that by focusing on learning we build and retain buyers’ interest. Here are the key elements of learning networks: Create an internal learning network. 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

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. Use URL shorteners to gauge subject interest. We just have a hard time proving it. And it leads back to the problem we have with PR.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

NOVEMBER 5, 2010

Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. On the contrary, they asked me to explain the story I was working on and supplied that information to the CIO or their subject matter experts prior to the interview. As in dead. Don’t do it anymore.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

FEBRUARY 5, 2010

Gartner’s definition of thought leadership marketing is this: “The giving—for free or at a nominal charge—of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.”.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

MAY 13, 2011

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.” Look forward to learning about your interests.” We will do our very best to keep you informed and entertained.” Will try to keep it interesting.” So good you need to send them twice. I feel so used.

Twitter 100

Twitter Validation CAN-SPAM Facebook 100

Chris Koch

AUGUST 3, 2010

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. It’s okay to link to news items or interesting blog posts, but chances are that many others have already done the same thing.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

If we ignore these messages, we can hurt the feelings of those involved and lose opportunities to have interesting conversations that could contribute to our social media success. It’s okay to link to news items or interesting blog posts, but chances are that many others have already done the same thing. More) Informal.

Social Media 100

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

Chris Koch

JULY 29, 2011

Such a bold and relevant piece of thought leadership was bound to capture mainstream media interest, and this one certainly did —another coup in McKinsey’s long string of thought leadership marketing successes. That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100