Chris Koch

AUGUST 21, 2009

Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. are target customers most interested in? Doing research first allows you to set goals using reliable, objective data. What are customers’ areas of interest?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 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. and you can invest in other things that are more effective for reaching your target audience. For many companies, this translates into a wait-and-see approach to social media.

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. and you can invest in other things that are more effective for reaching your target audience. For many companies, this translates into a wait-and-see approach to social media.

Social Media 100

Social Media Allocation Media Marketing & Strategy 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

NOVEMBER 5, 2010

This usually means an avalanche of poorly written, completely untargeted press releases, and interview pitches that show no understanding of the target influencer’s publication or audience. The pool of targets is shrinking. Metrics that favor activity over results. at the expense of helping.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

MARCH 26, 2010

so that buyers can consume the information in any form they choose. And target that content to all of the stages of the buying process so that anyone encountering your content will find something that speaks to them personally. Hire a content director.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

SEPTEMBER 18, 2009

It’d be great if your target influencers follow you back (so you can engage them with your messages and begin to build a deeper relationship), but if they don’t, you can still gather valuable information.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

It’d be great if your target influencers follow you back (so you can engage them with your messages and begin to build a deeper relationship), but if they don’t, you can still gather valuable information.

Social Media 100

Social Media Viral Marketing Tools Media 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

AUGUST 3, 2010

It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience. Here are some of the qualities that social media voices should have: (More) Informal. I humbly offer these guidelines in the spirit of the B2B marketing guild. Grammatical.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience. More) Informal. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. That means we need a new standard for ourselves.

Social Media 100

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

Chris Koch

JULY 29, 2011

It is a textbook example of what we at ITSMA call pragmatic thought leadership: it takes a current issue of concern to the company’s target audience and evaluates what may happen in the near term without any mention of company methodologies or offerings. It is bold, clear, authoritative, and based on solid research.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100