Chris Koch

JULY 31, 2009

I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process. So we should just stop. Measure CPOD instead. Get adult supervision. What would you add to this list?

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

JULY 31, 2009

I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. Create a unified lead process. So we should just stop. Measure CPOD instead. Get adult supervision.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

AUGUST 21, 2009

What are customers’ areas of interest? are target customers most interested in? These are the key components: Install a lead tracking and nurturing system. As the lead is passed over to sales for follow through, the thought leadership content is tagged as part of the sale. Get agreement with sales on a sales-ready lead.

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? These are the key components: Install a lead tracking and nurturing system. As the lead is passed over to sales for follow through, the thought leadership content is tagged as part of the sale. Get agreement with sales on a sales-ready lead.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

NOVEMBER 7, 2012

I filled mine out today and thought the questions were really fun and interesting. I’ve enclosed them and my answers below in case you’re remotely interested. Living in a country that leads the world in promoting freedom, compassion, and honesty (hope it continues to be the US–I’m beginning to have my doubts).

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

MAY 1, 2009

For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration. Few salespeople or marketers feel qualified—or interested—in crossing over to the other side.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

MARCH 5, 2010

And they both lead to content that benefits from being mobile. 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. We’re seeing mobile be part of an integrated approach to social media, not as a standalone.

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

AUGUST 16, 2011

Yet even in B2B, we have a growing concern over privacy in lead management. What was interesting to me is that this is even the case when they don’t interact directly with the IBMer on the page.”. Privacy is a concern in B2B, too. And people’s B2C experiences have a habit of leaking over to their B2B behavior.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Yet even in B2B, we have a growing concern over privacy in lead management. What was interesting to me is that this is even the case when they don’t interact directly with the IBMer on the page.”. Privacy is a concern in B2B, too. And people’s B2C experiences have a habit of leaking over to their B2B behavior.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

JANUARY 31, 2014

The moment Fallon says he had been waiting for all his life came when he was just 24: an audition for Lorne Michaels , the creator and lead producer of SNL. What’s interesting about the video is that it captures the most important historical event in Fallon’s career while also offering insight into who Fallon is as a person.

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

JANUARY 15, 2010

Assuming CIOs would be willing to accept the pay cut, and smart and determined as they are, I’m certain that few have the talent for or interest in the publishing process. It means creating a constant stream of idea-based content that keeps buyers interested and engaged. Getting agreement with sales on a sales-ready lead is critical.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

SEPTEMBER 17, 2010

A simple entry point leads to deeper and deeper related content. The two have to work together to create themes that are thoughtful and that are about getting readers interested—it’s about leading the horse to the idea marketing bucket. And all this deep thinking relates, by association, to the services that you offer.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. And it leads back to the problem we have with PR.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JULY 16, 2009

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. Engage customers with broad themes of common interest.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 100

Chris Koch

APRIL 3, 2014

As for me, I’m going to watch a Liverpool match but I can’t forget the team that did all the work to pique my interest in English Premier League Football: Man U. Fantasy league members generally view about seven times more content – text, video, and data – on NFL.com than non-fantasy users. . I think I could be easily converted.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

JULY 16, 2009

I was researching the ITSMA archives this week to see what we’ve written about customer councils over the years and discovered some great advice that I pass along here: Research what customers would like to see from a council—make a few calls to lead customers before getting started. Engage customers with broad themes of common interest.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

OCTOBER 16, 2009

Surrounding the blog with links to other sections of the site gives the blog credibility and helps build interest. Of course, a good blogger can break through that suspicion with content that is interesting, unbiased and altruistic. Gaffes by independent bloggers generally don’t lead back to their employers. Brand respect.

B2B Thought Leadership 100

B2B Thought Leadership Blogger Thought Leadership Word of Mouth 100

Chris Koch

AUGUST 5, 2011

Every time we talk about it, we have an endless argument that leads nowhere.”. If the only way to get people interested in your content is by giving them stuff instead of wisdom, how are you supposed to sustain that connection over the long term? We don’t see the value of it for B2B and we want it off the table.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

FEBRUARY 24, 2010

What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully, a purchase. At the C-level especially, face-to-face remains the killer app for everyone involved.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

JUNE 26, 2009

Here are some important B2B blogs that I track: Acquiring Minds: A B2B Lead Generation Blog. I’m interested in good guild members who think and are willing to share. Even better, you’re able to send those people a signal that you think that what they have to say is interesting enough to follow. Pick blogs to follow.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 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. If learning is the objective, the rest falls into place.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

They planned for it and tried to stanch the bleeding with a steady stream of relevant content to try to hang onto the minority who came for the contest but also had some level of interest in and need for marketing automation. Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? What do you think?

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

They planned for it and tried to stanch the bleeding with a steady stream of relevant content to try to hang onto the minority who came for the contest but also had some level of interest in and need for marketing automation. Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? What do you think?

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

AUGUST 13, 2010

But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Following the trail of bread crumbs leads us to a caring, thoughtful person. You can do that on a social media site called Glassdoor.

Social Media 100

Social Media Media B2B SME 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. Cycle through top reader interests.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. Cycle through top reader interests.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

APRIL 16, 2010

That means that if we are to keep up with our competitors, we’re going to have to take the lead on developing a strategy not only for marketing with social media, but for getting the rest of the organization involved as well. 68% of our respondents said yes. Will social become a silo within marketing? Reorganize in an integrated way.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 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. The pressures on the guard dogs lead to a lot of problems: The emphasis is on risk avoidance. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e.,

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

SEPTEMBER 25, 2009

The organization goes into a kind of collective amnesia as all the interested parties begin denying that they ever wanted to have anything to do with this misguided thingamajig—what’s it called again?—and We’re optimists at heart, and we like to trust that past success will lead to future success. Stop relying on human nature.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

The organization goes into a kind of collective amnesia as all the interested parties begin denying that they ever wanted to have anything to do with this misguided thingamajig—what’s it called again?—and We’re optimists at heart, and we like to trust that past success will lead to future success. Stop relying on human nature.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

FEBRUARY 5, 2010

Having been a journalist for years, I know that these acronyms lead even the most feeble-minded of us journos to the next obvious question: What do you mean when you say (insert acronym here)? I think that this definition will lead to the perpetuation of the brochure-on-steroids interpretation of thought leadership.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

DECEMBER 16, 2010

During the weeks and months that I slaved away on developing stories like a proposed new office development, dutifully updating my readers on every little shift in their fair city’s mood and shape, occasionally something of real interest would happen. A neighborhood might get really angry and stage a rally protesting development, for example.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Media 100

Chris Koch

OCTOBER 1, 2010

But marketers must lead and support SMEs in the development and publishing processes. Also at this point, participants started a really interesting debate about the qualities of a thought leader—but that dialogue is too long to reproduce here—you’ll just have to check out the hashtag!). Marketers can never be thought leaders!

Thought Leadership 100

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

Chris Koch

AUGUST 3, 2010

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

Social Media 100

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

Chris Koch

AUGUST 3, 2010

Rarely do those links lead to paid content. 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. Those who make their content freely available will have many more readers than those who don’t.

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. We understand how the language in the article could lead the reader to think the research was a prediction, but it is not.”.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100