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

MARCH 19, 2010

Find and track the relevant conversations in social media and online. You need to know what’s being said about your company online. By monitoring conversations online, we can find the people inside and outside our companies that say smart things. Gather information by asking questions. Here they are: Monitor.

Social Media 100

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

Chris Koch

MAY 15, 2012

Buyers are spending much more time online than they used to. What does online search have to do with selling? But I don’t have access to that kind of information. A (fairly old) study by Forbes and Google found that 80% of C-level executives perform at least three web searches per day. That was in 2009.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

OCTOBER 12, 2009

We all like to share relevant, credible content through social media, and until now, most of that content has come through traditional media sources—mostly print publications that are pretending to have a viable business model online. Social media tools are imperfect for informing people. The tools are imperfect for informing us.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

FEBRUARY 18, 2011

Thought leaders themselves must be better-rounded than in the past, as comfortable online as on stage or in an interview. Good ideas aren’t enough; those ideas need to be informed by a wide-ranging exposure to other inputs and opinions. Storytelling.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 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.

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

AUGUST 13, 2010

The information from a social site like this changes how journalists can write about a huge company like HP. Here are a few thoughts: We must monitor what’s being said about our companies online. It isn’t enough to discover that customers are mad at us online. We must be able to engage with customers through social media.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

APRIL 30, 2010

The classic B2B mobile applications have been internally focused, giving maintenance people access to service information while they are out in the field. One possibility is to use location at your events so that attendees can find each other or share schedules and information. Continuity.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

JANUARY 21, 2011

It has made those little pictures and bios at the end of white papers seem inadequate when compared to the wealth of information we can see about people on such social media channels as LinkedIn and Twitter. Buyers have higher expectations for intimacy. Marketers as paparazzi. Now, I can already sense marketers and PR people cringing.

Social Media 100

Social Media Budget Programs Paper Stats 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

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

NOVEMBER 24, 2009

Therefore, you should exercise caution and thoughtfulness to statements you make online.”. Social media is supposed to be fun, informal, conversational and open. Spell out what stupid means—both internally and externally. The guidelines should include a place to go for advice. Ditch the legalese. Make it public.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

SEPTEMBER 18, 2009

In fact, the dizzying growth of Twitter shows that many of us have been waiting for someone to change the rules of online relationships for some time. The brilliance of the people at Twitter was to realize (or at least hope) that we wouldn’t mind if they changed the rules of relationships on us. And we don’t mind.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

In fact, the dizzying growth of Twitter shows that many of us have been waiting for someone to change the rules of online relationships for some time. The brilliance of the people at Twitter was to realize (or at least hope) that we wouldn’t mind if they changed the rules of relationships on us. And we don’t mind.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

DECEMBER 28, 2010

What we should be thinking about instead is why we haven’t created an online community that is so important to buyers that they will demand an application on their mobile phones so they can check in on it when they’re out of the office. Mobile is just a content channel. We need people who can do it, too.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

MAY 13, 2011

We will do our very best to keep you informed and entertained.” The “I’m trying to sound humble” category: “I clearly see I’m going to learn a great deal from YOU!” Not if you’re auto DMing me. “We Why do I think this person has won an “excellent attendance” award in the past? Will try to keep it interesting.”

Twitter 100

Twitter Validation CAN-SPAM Facebook 100

Chris Koch

NOVEMBER 20, 2009

For example, a Forbes/Google survey of 354 top executives found that more than 50% of executives under 40 maintain a work-related blog, Twitter their thoughts, and visit online social networks frequently. The pool of information they are sifting through contains an increasing amount of social media content. The trade press is dying.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100

Chris Koch

JULY 29, 2011

That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives. This crisis unfolded online and in social media. The political stir encouraged journalists and bloggers to try digging deeper into the story and that’s when McKinsey got into trouble.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100